The future of jewellery shopping?

The Tiffany & Co Engagement Ring Finder is an iPhone application allowing customers to browse and select an engagement ring on their mobile phone. 

In a company statement Tiffany said the application was a response to “growing customer desire for mobile and interactive shopping”.

Users can select their ring one component at a time, choosing their ideal shape, setting, metal and design. They can then view the ring with diamonds of six different carat sizes.

The application includes an accurate ring sizer, allowing users to determine their size by placing an actual ring directly on the screen and aligning it with the correct size.

Users can zoom in on details of the ring, view it paired with a wedding band, or share it with friends on social networking websites.

When finished, customers can make an appointment at their closest Tiffany & Co for a diamond consultation.

The application is available in Australia with prices in local currency.

According to marketing expert Sigrid de Kaste, the mobile phone is the next dominant advertising medium, following in the footsteps of the internet.

She said the application was part of a clever plan by Tiffany to connect with a younger audience.

“Tiffany & Co has taken the opportunity to target an untapped consumer group. The engagement ring market has always been a lucrative segment for jewelers, however the next generation of couples needs to be targeted,” she said.

De Kaste said the application was unlikely to revolutionise the way people shop for jewellery, however that was never Tiffany’s intention.

“Tiffany’s marketing is not about helping the customer find the right engagement ring,” she said, adding: “What jewellers must realise is they need to engage in conversation with the next generation – and that is what Tiffany is doing.”

She said jewellers can learn from Tiffany’s marketing by determining who their own target market is, and finding out the best way to engage with it.

“Tiffany & Co has done the research to find out exactly what the customer is looking for. Jewellery retailers can follow this example by surveying their own customers and concentrating on establishing customer relationships,” she said.

De Kaste’s comments are backed by a recent US survey, which showed the number of people using their mobile phones for internet access was growing rapidly.

The National Retail Federation’s “Mobile Retail Initiative” survey found 41.5 per cent of adults used their mobile phones for internet access, compared to 32.6 per cent for the same time last year.