Instagram is transforming how we buy engagement rings
post of her distinctive two-diamond engagement ring as an example. "It's a super-specific ring that isn't the type of ring we would normally design here, but we definitely got requests for it right away. Like, right away."The obvious power of influencers is evident in retailers' prioritization of developing organic partnerships with Instagram personalities.
The ring selection process, however, is virtually the same. "We're starting with the consumer, and asking 'what would you want, what's your dream ring' — or if it's working with influencer's partner — 'what is she like,'" Tzur said. "And these are exactly the questions that our customer service team would ask."
"You can blow through huge budgets on an influencer campaigns and not see a return," she said. "We're finding more benefit in influencers that may have smaller followings, but their followers are more in line with our customer base in terms of life stage and taste level."A post shared by BRENT NEALE on Feb 1, 2020 at 4:32am PSTBuying an engagement ring has become a collaborative process for many couples, largely aided by Instagram.
Offering an authentic experience largely determines the James Allen Instagram account's aesthetic. "We favor posts that we think will make our followers want to be there, in that precise moment, wearing our jewelry and experiencing our products," Tzur explained. "This calls for genuine moments in natural settings, perfectly imperfect snapshots in time, where our product is part of the action.
The second branch of her strategy caters to buyers' need for expediency — which largely means answering Instagram DMs to create an in-store experience via a virtual setting in which the shopper is most comfortable.
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