De Beers Jewellers Unveils New Customer Centric Ecommerce

The site has been launched as part of its broader omni-channel strategy
De Beers Jewellers Unveils New Customer Centric Ecommerce

De Beers announced the launch of its entirely customer centric website, With a unique offering among the fine jewellery industry, this unveiling affirms De Beers’ position as the Home of Diamonds. The new website, available in English, French and Chinese (simplified and traditional), is expanding the product selection available for purchase to include the wide range of De Beers jewellery and, for the first time, engagement rings and solitaires from the entry price points of My First De Beers collection up to $250,000, as well as extending its delivery capabilities to clients to 15 markets.

A global flagship and window into the De Beers world, the site is a key element of the company’s omni-channel vision, now more relevant than ever in the world’s new context. Seeking to deliver an immersive experience to its clients, it allows them to shop in a way which suits them, making the customer journey seamless and intuitive across digital and physical channels.

The new website provides a personalised, content-rich and educational diamond discovery experience. Some of its new functions include intelligent search and filtering tools which enable clients to easily find what they are looking for, live chat and customer service in 4 languages, enquiry and contact forms, capability to book specific in-store appointments based upon their own specific motive.

De Beers’ full range of jewellery, including high jewellery and personalised pieces, is now available to be purchased online and delivered to the client. Clients may also choose to collect their purchase or make an appointment to view the jewellery in one of the De Beers Jewellers stores worldwide. As part of the omni-channel transformation, global stock is accessible online, enhancing the ability for clients to find the right diamond for them.

Having previously shipped only to the UK and US, the new site now delivers to 13 new locations: Australia, Austria, Belgium, Canada, France, Germany, Greece, Hong Kong, Italy, Macau, Netherlands, Sweden and Taiwan, with more destinations to be added before the end of the year. Initially the website will not be transactional in China, however e-commerce already operates in this country through a WeChat mini programme.

In “The Home of Diamonds” section of the new website, visitors are invited to explore the world of De Beers through educational texts, which will help them make an informed purchase or simply learn more about natural diamonds through the brand’s expertise of more than 130 years, as well as the company efforts for a positive long term legacy towards the natural world and our communities.

François Delage, Chief Executive Officer at De Beers Jewellers said: “Our new site enables our clients to discover and
acquire diamond jewellery through a rich content experience. It provides a client service approach at all stages and an
unparalleled offer of personalisation, from the choice of solitaire to preferred engraving font or the precious colour metal they fancy on a collection piece. This forms part of our strategy to become the first truly omni-channel jeweller.
We know that purchasing a diamond jewellery piece is a very personal journey that will represent time to discover and inform oneself and time to compare, until the moment the choice is made. We wanted to ensure that we can offer a consistent and seamless discovery and shopping experience, both online and offline! The launch timing, fortuitous in our current world context, will help us to further accelerate the reach of our global audiences and support the ever- growing digital expectations of our clients.”

• The new website is a global flagship for the Brand and a window into its world. It is also the first customer facing element of the company’s omni-channel transformation journey, powered by its new technical infrastructure
• Provides a personalised seamless integrated experience, spanning across purchase, appointment booking and post purchase
• Customer service is offered across-channels, allowing clients to navigate between multiple touch points at their convenience
• Full range of De Beers jewellery to the value of $250k available for purchase, including diamond engagement rings and personalised products
• Delivery to 15 locations
• New website creative content brings to life the quality and design of De Beers jewellery through images and videos showing worn pieces and 360 views of product
• Website fully integrated with CRM and marketing cloud platform
• Website and live chat in 4 languages: English, French, Chinese (simplified and traditional)
• Extended range of De Beers products available to buy online, including diamond engagement rings and personalised product with value up to $250K
• Global stock accessible online
• The complexity of selling diamond solitaires, in which every diamond is uniquely matched to the clients’ requirements by experts, demanded for a system that enabled the store teams to locate and demonstrate diamonds that might be in a different location. This linked with the stock of De Beers diamonds where each is individually hand selected for beauty ensures that clients will be matched to their perfect and unique diamond
• Clients can order a complimentary De Beers Ring Sizer to assist their purchase online
• For the first time shipping to 15 markets
• Ecommerce will be available in all regions with current retail presence: UK, France, US, Hong Kong, Macau and Taiwan,except for Mainland China where e-commerce is run through a WeChat mini program
• New countries where De Beers is delivering to include: Australia, Austria, Belgium, Canada, Germany, Greece, Italy,
Netherlands and Sweden
• By the end of 2020 plans to deliver to a total of approximately 50 countries
• Delivery times: 1-2 business days in key markets
• Click and collect from De Beers Jewellers stores in key markets
Functional advantages
• Intelligent search and filtering tools allow clients to easily find what they are looking for across products, categories and content
• Live chat in 4 languages, enquiry and contact forms
• Book specific in-store appointments: bridal, high jewellery, bespoke, jewellery and service
• Account creation with order service history
• Enhanced sharing functions (via social media, friend to friend, to store teams) fully integrated with omni-channel upgrade
Brand discovery and diamond education
• “The Home of Diamonds” section dedicated to the world of De Beers and to diamond education with content such as “How to select your diamond”, “The 4Cs”, “A brief history of diamonds”, “Diamond shapes” and “Fancy colours”

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