In-Store Education at Diamond Jewelry Retailers is a Key Driver of Customer Experience and Purchase Intent

We recently conducted a study across national, regional, and exclusive retailers to uncover how natural diamonds (NDs) and laboratory-grown diamonds (LGDs) are presented in retail settings. We analyzed how the store environment, merchandising, and interactions with the Sales Advisors contribute to the customer’s education, experience, and confidence to purchase.

Our findings show a strong correlation between feeling educated and having confidence in the purchase (93%). Although less than 50% of customers consider the merchandising setup adequate in delineating differences between laboratory-grown diamonds and natural diamonds, 78% feel more confident and educated post-store visit. These [diverging] numbers highlight the influence of the sales advisor’s role and the educational opportunity of the interaction.

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