"I believed technology could reshape the jewelry industry entirely-changing how customers find pieces they love, personalizing their own designs, and reimagining the customer experience. We launched as a digital-first venture to do just that. Now, two decades into our pioneering digital journey, I've realized something surprising: Our most sophisticated online tools have actually made in-person interactions more valuable. I believe the brands leading the next wave of innovation aren't choosing between digital and physical. They're using digital excellence to help create meaningful in-person connections and lifelong brand affinity."
"Even as digital tools get more sophisticated, leading companies aren't eliminating the in-person element. They're doing the opposite: harnessing these innovations to make human touchpoints more meaningful. In doing so, they create branded experiences that feel more personal and authentic than traditional retail was doing. This transformation spans every retail category-from IKEA's Place app that lets customers visualize furniture in their homes to Nike's data-driven inventory localization, based on neighborhood shopping patterns."
Brilliant Earth launched in 2005 as a digital-first jewelry company during e-commerce infancy and was an early adopter of lab-grown diamonds and online ring sales. The company developed online design tools allowing customers to personalize engagement rings and fine jewelry. Over time, digital sophistication revealed that online tools can increase the value of in-person interactions. Leading brands integrate digital and physical experiences to create more meaningful, authentic human touchpoints and lasting brand affinity. Examples include IKEA's AR visualization app and Nike's data-driven inventory localization, showing cross-category transformation toward digitally enabled omnichannel retail.
Read at Fast Company
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