We are changing the perception of one of the most effective marketing strategies in the world - the marketing of diamonds by De Beers as a symbol of love and commitment in the “A diamond is forever” campaign.
It seems that due to the nature of the product being one of high value in financial, sentimental, and emotional senses there will be a reluctance for the South African consumer to adopt a traditional e-commerce approach.
The market for online shoppers is likely to initially be significantly smaller that of the current business turnover. However, we believe that there is definitely a market to be reached by appealing to people who are gathering information on gemstones as a whole, or pre-shopping online before or after a marriage proposal.
The opportunity for us is to display a large range of coloured gemstones in the shop together with a current and informative content driven website that offers more options than would be possible elsewhere on the web or by visiting a retail store.
Touchstone in time, will be the vehicle for delivering this information to customers in a fast and pleasurable online experience. The ultimate ‘shopper’ will probably still purchase at a retail store initially, however, when their attention is online, if we offer a compelling online experience we can produce a result in strong brand loyalty, increased traffic, word of mouth and ultimately sales.
Written by Helen Squirrell for Touchstone Gems cc
www.touchstonegems.co.za
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