Sears is collaborating with diamond retailer James Allen to offer a unique, technological experience for engagement ring shoppers that uses a 360-degree, high-definition video displayed on a tablet interface.

This viewing experience, made possible through photography of each diamond from many different angles, aims to take the guess work out of diamond shopping. The innovative in-store shopping experience will be accessible at 16 Sears locations throughout New York, Maryland and Puerto Rico.

“The partnership between James Allen and Sears was truly a win-win-win,” said David Berkovits, marketing manager at James Allen. “For us, the James Allen Boutique puts our brand in front of millions of Sears visitors that might not have otherwise known about our company.”

Digital diamonds
James Allen’s 360-degree diamond display technology lets shoppers see the unique characteristics of each diamond, including shape, cut, color and clarity. Shoppers can browse thousands of certified loose diamonds in 360-degree high-definition video displayed on a customized tablet interface.

This experience allows couples the opportunity to try on engagement rings and then select their dream diamond to be set on their ring of choice.

Every James Allen store-in-store offers 120 styles and thousands to choose from online.

James Allen offers GIA, AGS, and IGI-certified loose diamonds and gemstones at retail stores, allowing customers to save money compared to traditional brick and mortar jewelry stores.

The James Allen store concept expands the boundaries of omnichannel retailing through its unique bricks and clicks model. Sears’ shoppers can also see an engagement ring in-store, save their selection to a Wish List, and then continue their purchase at home.

Once the purchase has been made, the ring is set in New York City before being shipped via insured Priority FedEx.

Channeling technology
Sears is constantly using mobile to create innovative experiences for its customers.

For example, Sears recently expanded its Shop Your Way mobile application with more extensive features for its In-Vehicle Pickup option, including allowing customers to return and exchange items from their car.

The service promises to enable members of the app to pick up, return or exchange Sears products from their car in five minutes or less. Through this innovation, the company is developing more convenient options in order to fit in more readily with its customers’ busy lives (see story).

Earlier this year, Sears took an out-of-the-box approach to building up its loyalty program with an initiative that turns consumers’ fitness achievements into loyalty points.

As Sears increasingly moves towards becoming a membership-based retailer, mobile is a key way that the retailer is engaging with its Shop Your Way loyalty members. The “Points for Progress” program rewards consumers with points in exchange for tracking their health through wearables and applications (see story).

“The Boutique allows Sears an opportunity to offer a dazzling and robust selection of high-quality diamonds to its members, all at extraordinary value, without the carrying cost of 30,000 diamonds in each location,” Mr. Berkovits said. “Finally, the boutique offers Sears members ‘dot-com’ selection and pricing, yet with the convenience of a traditional retail viewing environment.”

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York