July 2016

Like? Share!


Customer Engagement via Gamification: The New Frontier in Retail

In an increasingly tech-driven world, retailers must find a way to increase customer engagement. Amid tough, tech savvy competition, retailers are searching for ways to effectively communicate their brand message so that customers will listen, engage and act.

Customer Engagement: Play the Game

Retailers who want to increase customer engagement, and retain existing customers, must find a way to appeal to the technology-loving younger demographic. The best way to do this is by beating them at their own game. We’ve all heard of Pokemon Go, the brainchild of Niantic, a Nintendo company. Pokemon Go is an augmented reality game that’s fast become the latest market craze. In fact, in the week or so since its release, the game passed Twitter in the number of daily active users on Android, and has become more popular than Tinder. It’s a perfect example of gamification success.

So what does Pokemon Go mean for businesses that are not part of the gaming industry? What can retailers in all market sectors learn from the Pokemon Go phenomenon? The lesson is that there is a new, perhaps unorthodox,  way to engage potential customers. And it can provide a long-term strategy to enhance customer engagement.

Cash in on the Side Benefits

Many stores have taken advantage of the Pokemon Go craze to increase sales. Posting signs outdoors offering discounts or prizes to Pokemon teams, many retailers have increased their traffic. What’s more, the Pokemon Go app offers retailers a treasure trove of promotional possibilities. Retailers can put a Pokestop in front of their store, buy lures (a paid feature which attracts players and drives traffic), or become a sponsored Pokemon Go location.

However, some people think that gamification can detract from customer engagement. Let’s face it, the customer is busy playing a game, so they’re not focusing on buying anything, right? Yet by offering gamers an appealing treat (such as giving a Pokemon card to every player who joins the store’s loyalty program), retailers can use gamification to create marketing magic.

SLS Las Vegas, for instance, recently made a deal with a gamification company to add a promotion that can be played via email, text or online. The promotion will be open to all guests and will include rewards for participation. Coca-Cola, along with several other brands, have added intelligent vending machines to their stock in order to entice customers and better serve their needs.

Gamification in the Jewelry Industry

As a luxury goods market, offering big-ticket items with a high emotional price tag, it’s not yet clear if or how gamification will affect the jewelry retail industry. However, some jewelry retailers are already creating interactive engagement opportunities with customers online and even instore. Check out this engagement ring affordability calculator, which lets customers play with all the parameters of the type of diamond and their budget. Or diamond imaging tools that let the customer rotate and tilt a dynamic image to get a better visual and sensual feel of the diamond.

Gamification is set to become a huge asset for retailers. The trick is to provide engagement opportunities that are simple and smart, entertaining and useful. Also, remember that customer engagement doesn’t end when a customer makes the purchase. Gamification can help engage your customers inside your retail space, and online after they’ve left. Retailers must continuously evolve their marketing strategy to keep customer engagement current, relevant and appealing. Push the door open wide, and you create the potential for the right customers to enter.

Subscribe to the Diamond Blog

Get the latest technology, grading and retail news straight from the source, straight to your inbox.


World Famous Jewelers Series Part 6: Chopard

Once Upon a Time in Switzerland… Our tale begins in the village of Sonvilier, Switzerland where we find Louis-Ulysse Chopard, the second son of Félicien and Henriette Chopard. Félicien was a farmer but he encouraged his sons to enter the watchmaking trade. Louis Chopard had a talent for the craft and quickly built a reputation […]

World Famous Jewelers Series Part 5: Graff

Born to be a Jeweler: The Meteoric Rise of Laurence Graff When 15-year-old Laurence Graff began his first apprenticeship in a jewelry manufacturing warehouse in London, he never dreamed he’d be honored with the Order of the British Empire (OBE) by Queen Elizabeth in 2013. In fact, after three months working in the warehouse and […]

World Famous Jewelers Series Part 4: Boucheron

The Jeweler of Place Vendôme: How Frédéric Boucheron Got His Start Frédéric Boucheron always knew he wanted to be a jeweler. He was born in 1830 to a family of French clothiers, and at a young age he apprenticed himself under jeweler Jules Chaise. By the age of 14, he had completed his apprenticeship and […]

World Famous Jewelers Series Part 3: Faberge

The Man Who Created The Egg In 1885,   Tsar Alexander III commissioned Faberge to create an Easter egg as a gift for his wife, Empress Maria Fedorovna. With this simple gift, the Faberge Imperial Egg Collection was born. The first egg was called the Hen Egg. Inside a white enameled shell rested a solid gold […]

World Famous Jewelers Series Part 2: Tiffany & Co

The name Tiffany & Co. evokes thoughts of little blue boxes, glass lamp shades, and for those who know, the Super Bowl’s Vince Lombardi Trophy. The store is famous for its Tiffany setting engagement rings, chain bracelets with an engraved heart charm, and delicate pendant necklaces. Where did this legacy start? Who is the man […]

World Famous Jewelers: The Names Behind the Designs.

Part One: Harry Winston Tiffany & Co., Cartier, Harry Winston – all famous jewelers and household names. We see their designs on the red carpet, along with Boucheron, Fabergé, Piaget, and many more. These companies are more than just brand names; they were the passion and brainchild of people who loved high quality, stylish jewelry, […]

Rough diamond planning

Cloud Planning: Make Your Rough Planning Up to 10 Times Faster

Planning rough diamonds with Advisor™ software is a complex process that uses loads of computer processing power. Today, with Galaxy™ inclusion mapping technology, the number of rough polishing plans created by Advisor is essentially infinite. With various advanced options to choose from, such as triple planning, Best Value™, CAP and more, the rough planning software […]

Tension Viewer: Reducing the Risks of Rough Diamond Sawing

In addition to all types of inclusions and flaws, rough diamonds have internal tension or stress that occurs naturally as part of their structure. Developed over millions of years during the diamond’s unique formation process, the level and location of tension within a rough diamond varies from stone to stone. When cutting a rough diamond […]

New Software Release: Sarine Advisor™ 7.0 Rough Planning

Advisor™ rough planning software is used by manufacturers worldwide to effectively plan polished diamonds and maximize the achievable yield. Sarine recently released the latest version of the industry-leading software, Advisor 7.0. The release is packed with dozens of new, advanced features, the result of user feedback received from diamond planners working with Advisor all over […]

Advisor 6.0 New Feature: Scoop Planning

Advisor™ is Sarine’s flagship rough planning software product, and the most widely used program of its type. Since its initial development and launch in 1995, the Advisor program, together with the Galaxy™ inclusion mapping system, has become a staple software for diamond manufacturers worldwide. We’re launching the first product post of the Diamond Tech blog […]