FindMyRing.com compares many rings at once
Ring aggregator an engaging idea
New website FindMyRing.com brings together dozens of jewellery retailers
to provide consumers with hundreds of engagement ring options to browse
Find My Ring, believed to be the first engagement ring aggregator, claims that users can browse more than 300,000 rings from 50 retailers, including renowned US jewellery stores like Zales, Blue Nile and James Allen.
Users can search the site for a ring by a price margin or by the metals and gems used in the piece, and Find My Ring displays a pictorial catalogue of all relevant jewellery. Requesting more details takes the user to the stockist’s website where they can choose sizing and buy the ring.
Aggregator websites have proven popular in many other industries; there are dozens of flight and hotel price comparison websites for example that gather a range of options for a service or product together in a single location, but it is a relatively new concept for the jewellery industry.
Australian jewellery marketing expert Tony Argyle, who co-foundered jewellery clearance sales website jewellover.com.au earlier this year, told Jeweller he wasn’t surprised to learn of Find My Ring, and expected a similar service to open in Australia. He said providing an image of the jewellery on sale was essential in ensuring success with online jewellery shopping services.
“I don’t know how different Find My Ring is to a normal directory really, but it’s taking it that step further by using the visuals,” he said. “That's always the issue for us with Jewel Lover, because getting enough images from the jewellers is demanding. When you're an online business, you have to provide all of the product information, and give the answer up front, because the consumer won't bother to ask you again.”
Argyle said that consumers wanted to buy products online from retailers they trusted and appreciated safety nets, like generous return policies, and that Find My Ring could prove popular because it partnered with some well known retailers.
“It often depends on whether they know the brand they’re buying off already, if they’re going to buy online,” he explained. “They want a trust factor, so if the product is not right they know they can go to a store and exchange it or get a refund, money back guarantees are good for that.
“[Find My Ring] seems to deal with stores that consumers already know, so the trust factor may already be dealt with,” he added. “So then the purchase comes down to finding what they like, and added value, like extra offers, an extended warranty, or something other than just price.”
Argyle believed that consumers generally are “less scared” about shopping online now than ever before, because of the accountability many stores have taken in the past for mistakes.
“A lot of online retailers actually have better reputations than traditional storefronts because of the viral potential for bad experiences to spread quickly, there’s more liability than storefronts,” he said.
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