What we did:
A fine example of marrying a customer insight with cutting edge technology.
During our research we found that the biggest barrier to entry for trying on diamond rings was the perceived feeling of obligation to buy. By coincidence we were experimenting with 3D hand tracking in our lab. Once these two were married the results were obvious. All we had to do was soften the entry experience while maintaining the luxury feel of a premium diamond company.
Why it worked:
From the moment we implemented the Virtual Ring Try On, we saw a dramatic jump in customer’s dwell time and in turn an overwhelming increase in conversion rates. The reason it worked is pretty obvious. It gave the customer a new (softer) entry tier. The installation not only removed a barrier to entry but it became a talking point and launched the Diamond Exchange ahead as an innovative premium brand.