Jon Sainsbury

Since Blue Nile’s founding, it has created a transparent relationship in an opaque industry by offering education and guidance with non-commissioned consultants – all online. Most predicted failure, but the company has sold over 500,000 engagement rings in its history to customers who demand trust, value, and shopping on their terms.

In 2014, Blue Nile tested display cases of jewelry in two Nordstrom stores and found that the visitors were highly qualified. In fact, in one store, 91 percent visited specifically for Blue Nile on average versus being random Nordstrom customers. They learned that the low-overhead footprint meant that the company could simultaneously disrupt and leverage the brick and mortar experience. Blue Nile decided to open its first “Webroom,” a stand-alone physical retail location in June 2015, and has announced three more “Webrooms to open in 2016. Blue Nile’s Webroom has exceeded expectations for sales and sees a significant amount of foot traffic from those who are drawn in by the disruptive look of the space. Learn how the physical footprint actually enhances the online shopping experience and builds trust.

• How Blue Nile continues to connect with the most educated consumer in history in an authentic way that builds trust.
• What’s demanded by today’s consumer who cares about experiences.
• How Blue Nile is simultaneously leveraging and disrupting the brick & mortar model and offers consumers the freedom to shop in a physical space, but enjoy the advantages of online prices, non-commissioned advice, a huge selection, and great quality.
• How Blue Nile uses its physical footprint to enhance the online shopping experience and build trust among consumers.

Check out the latest and greatest in eCommerce technology in this session.