Mega e-commerce sites like Amazon have become the bane of small brick and mortar retail stores. But “clicks and mortar” partnerships being struck up between the giant diamond seller Ritani and a network of local jewelry store owners offers a new model for how e-commerce and Mom and Pops could cooperate to increase sales for all.
President Brian Watkins says Ritani has been in the bridal jewelry design and manufacturing business for 15 years. He says that retail industry statistics show that “multichannel” shoppers—those who shop thru multiple online avenues as well as by phone and in physical stores—are the most desirable across most consumer product categories. But jewelry sales were an exception.
For engagement ring purchases, he says, 99 percent of buyers browse diamonds and settings online, but fewer than 10 percent make their purchase there. “When it comes to putting down the credit card, at the last minute there’s a hesitation,” Watkins says. Why? “When you’re buying one of theRead More »from Giant e-commerce seller partners with local retailers: It’s “clicks and bricks”