4-6-2018
De Beers’ diamond jewellery brand, Forevermark announced its new omnichannel update will be launched in the fourth quarter to provide seamless shopping experiences and capitalise the rapid growth in online diamond jewellery sales at the annual Las Vegas breakfast at the Four Seasons hotel.
The omnichannel is also a marketing strategy to capitalise the female self-purchasers market. “This is a long-term growth opportunity for us,” Forevermark United States President Charles Stanley said, citing De Beers’ statistics which indicate both single and married women buy jewellery for themselves accounted for 33 percent of diamond purchases in the United States last year. Tribute and Alchemy are the collections target female self-purchasers.
Forevermark will promote Tribute through TV, print, digital displays, social media, paid search and influencer campaign while Alchemy will be promoted through social media.
The renewed strategy includes online appointment booking, ‘Live Chat’ to improve the digital experience and drive traffic to its online locator service.
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