Question

Blue Nile and Diamond Retailing

Read the Case Study titled, "Blue Nile and Diamond Retailing," on pages 103–107 in the textbook, and answer the following questions in your discussion post:

1. What are some key success factors in diamond retailing? How do Blue Nile, Zales, and Tiffany compare on those dimensions?

Answer 1

Some of the key success factors in diamond retailing are cost factors and customer services factors. In comparison what allows for Blue Niles success is its “build your own ring” factor. Many consumers looking to purchase a diamond engagement ring do appreciate the fact that they are allowed to customize and add a personal touch to such a significant item. The customization feature in such a high-value item makes it a more lucrative offer to the customer. I believe what adds to success at Zales is their affordability factor. This retailer provides a high-quality product at a very affordable rate. I believe the success factor for Tiffany is brand recognition. Because Tiffany has been around for over 100 years and has been mentioned in numerous motion picture films, this sets them at the forefront of a customer’s mind when thinking of purchasing a diamond. Not to mention their signature blue box which is well known as “Tiffany Blue”.