Typically speaking, jewelry stores need to have a good hands-in experience to stand out among the crowd. One diamond chain, however, discovered a different way to get clients to try on various rings without even having to reach into the case.
Helzberg Diamonds recently upgraded seven locations in the U.S. with its Diamond Room Experience, an AR digital signage experience. The diamond retailer partnered its internal retail store operations with Dimensional Innovations, an experiment design firm, to craft the campaign.
“The experience uses augmented reality technology through the Microsoft Surface Pro 4 to try on more than 100 ring styles in multiple viewing angles by placing their left hand on a custom designed palm rest with motion-tracking sensors,” a Helzberg spokesperson said in an email.
In addition to the Surface Pro, the solution also displays the customers’ current diamond solution on a 24-inch 4K display. Sales associates can use this image to show customers all the individual features of the diamond.
In order to provide a realistic experience, Helzberg had to use “rapid prototyping technology” to allow the ring to virtually fit around a customer’s finger. The retailer selected this technology to give customers more options rather than just endlessly trying on various rings from the cases.
“We listened to our customers and know there are a variety of ways they approach making an engagement ring purchase. Some know exactly what they want, while others want to explore an endless aisle of possibilities from the size and shape of a diamond or gemstone, to the metal type, to the setting style,” the spokesperson said. “We have received extremely positive feedback from customers; we’ve heard it has enhanced their ring-shopping experience.”
Helzberg Diamonds offers the AR experience at its ‘Next Generation’ stores, which include:
- Arden Fair Mall, Sacramento, California.
- Glendale Galleria, Glendale, California.
- Concord Pike Mall, Wilmington, Delaware.
- Rosedale Mall, Rosedale Minnesota.
- Hayward Mall, Greenville, South Carolina.
- The Parks Mall, Arlington, Texas.
- Presidio Towne Crossing, Fort Worth, Texas.
This is not the first time Helzberg Diamonds has used digital signage. In fact, it uses double-sided OLED displays, which offer information both to customers on the inside and potential customers on the outside.
“These digital signage tools help us to quickly and efficiently update messaging around product offering and promotions,” the spokesperson said. “Additionally, they enable us to feature localized messages unique to the specific store, like for trunk shows and restyle events.”
For Helzberg diamonds, digital signage and AR are providing new ways to experience jewelry shopping in a digital integrated era.
“It’s an enhancement that bridges the customer’s journey, which often starts online from home and evolves through digital touch points in the store,” the spokesperson said.