Ecommerce goes Brick-and-Mortar

Amazon, Warby Parker and Casper all disrupted their industries through ecommerce. Something else they have in common? They they have all opened up physical locations in recent years. Online brands are trying to bridge the gap between ecommerce and in-store retail experiences. Forbes predicts traditionally online brands will open 850 brick and mortar stores over the next 5 years! Blue Nile, a well-known online jewelry company with over $100M in annual sales, is another business giving customers a chance to interact with their brand in a different way. They have opened 6 “webrooms” in strategic locations around the US, having locations now in NH, VA, NY, WA and OR. 

I recently visited the Blue Nile webroom in Bellevue, WA. It was crowded on a Sunday afternoon with several young couples browsing. There were a few display cases and salespeople behind them ready to help, reminiscent of a traditional jewelry store. However, if a customer finds a piece he likes, he has to buy online and wait for it.  Blue Nile’s expansion of their physical footprint is an interesting way to enhance customer experience.  Here are a few things I noticed:

It is bright and inviting

The store is mostly white with some blue lighting, consistent with their branding, and it feels modern. When customers walk in, there is a space to sit and browse the Blue Nile website. There are also “try on” tables where customers can have fun trying on different  engagement ring styles without even talking to a sales representative.

Traditional jewelers carry so much inventory, the stores can feel very un-inviting because of anti-theft measures. If your front door is locked and customers must be buzzed in, consider how many people you are turning away. And when a customer does come in, be available for help but respectful if she just wants to browse. A recent survey found that 95% of consumers prefer to be left alone in a store until they need help!

Their specialty is obvious

It is very easy to tell that Blue Nile specializes in diamond bridal jewelry. Even though they sell thousands of other jewelry styles, they have chosen in their physical store to focus on diamonds. Blue Nile knows this is the best opportunity to educate consumers, create a great experience and make a customer for life.

What is your specialty? Is it obvious to your customers? Everyone thinks of Pandora for charm bracelets even though they have a diverse jewelry line. Deciding on a niche to focus your marketing efforts can help set you apart from competitors and define your brand.

They say to customers, “No Pressure”

Prominently displayed in the webroom are signs stating that the salespeople do not work on commission. This is a popular strategy with jewelers to help build trust. When customers know salespeople are non-commission, they don’t have to worry that 1) the salesperson will steer them toward more expensive products, and 2) they are wasting the salesperson’s time with lots of questions even though they aren’t ready to buy.

I experienced Blue Nile’s pressure-free environment for myself. Even though there were other people waiting to be helped, once it was my turn the saleswoman was fully there for me. She seemed unfazed by the crowd and helped me feel at ease.

Making customers feel comfortable when you are busy is not an easy skill to master. Remember to be fully present with the customer in front of you. If you rush her, it can ruin her experience and erode trust. Great service is one of the best ways retailers can differentiate themselves from online marketplaces so make sure your team is up to the challenge

Technology is front and center

Throughout the space are several iPads. These serve as an inventory and price list, as well as point of sale system. Sales go through the website, whether in the store or on the customer’s own device at another time. This works to add transparency and empower the customer. There is also a digital banner behind the display cases that can easily be updated for each holiday or sale.

Think about the ways you can incorporate technology in your store. When a customer purchases a product with a warranty, is their information stored in your computer system for easy access? Can you quickly check pricing or lead times without leaving the customer?

They are focused on education

The point of this webroom for Blue Nile is to educate customers. You cannot walk out of the store the same day with a product. The salespeople want to help customers understand how to buy diamond jewelry, what to look for, and how to get the most for their money.

The fact is, most consumers are intimidated walking into a jewelry store. They fear they will pay too much or simply look foolish. The customers shopping online often want to educate themselves because they are afraid of being overwhelmed in a store. If you ask a customer “what are you looking to spend?”, he may have no idea because he doesn’t know the price range or the difference between high and low quality. Starting a customer interaction with education helps put customers at ease, helps them trust you, and ultimately leads to a positive experience.

Though Blue Nile has a very different business model than traditional jewelry stores, it is hard to ignore their success. By opening physical locations they are trying to overcome some of the limitations of an online retailer and in doing so, have crept even further into the space of the local jeweler. Understand what customers like about the experience they get with Blue Nile, and you just might discover something you can incorporate into your business to excite, educate, or delight your customer.