In this article:
- Zales announced that it partnered with Vera Wang to introduce the LOVE Home Try-On Program
- This enables customers in the US to not just pick out the design they selected online but to try on the prototype in real life
Picture a proposal on film, and you probably envision a man on one knee proffering a box containing a ring with a glittering diamond. The woman who accepts happily slips it on her finger as if it is just what she wanted.
In real life, though, it’s a bit more complicated. First of all, you need to get the ring size right. Then there are hundreds of possible combinations to consider in terms of the stone itself, as well as the setting.
With so many options for shapes, metals, designs, and details, the purchase of this all-important ring can be fraught with anxiety. Jewelers who understand that and are willing to help customers through the process are more likely to win their business.
Zales set out to do just that with the Vera Wang LOVE Online Design Tool. Customers who use it can not just choose the elements of the ring they want but even try it on with a prototype sent to their address to try on for a week for a refundable deposit of $200.
In my own limited experience of such purchases, you need to find a jeweler who kept a choice of settings for trying on to get a sense of what the ring would both look and feel like in real life. But this goes several steps further, offering two bands, three choices of settings, as well as three different stones to mix and match at home.
“Tech is the Future of Shopping”
Jamie Singleton, President of Kay, Zales, and Peoples said: “We’re one of the first in the fine jewelry industry to introduce a revolutionary service like this, further showcasing our stance that technology is the future of shopping. Our customers are already loving the option to customize their own engagement ring and this program provides a new avenue to connect with us whenever, however, and wherever they prefer. Zales is always working towards advancing the style and experience of jewelry, and this significantly enhances our shopping experience!”
Vera Wang said she was glad to have her designs become more accessible to customers: “I’ve always been a huge fan of convenience, creativity, and personalization. This service allows customers to do both to find their perfect ring.”
Of course, adopting new technologies and offering more ways to purchase confidently from home are two MAJOR ways to win customers nowadays, and the potential for a personal experience here is what can win them back afterward. And, the willingness of customers to use such tech and service should tell the marketing teams of Zales and VW more about their preferences as early adopters – data which can be used in further communications with them.