Digital Initiative
The proposed digital initiative is an Artificial Intelligence Powered Gift Guide and it is aiming to enhance the customer service. In line with Swarovski’s current approach, it aims to stimulate Engagement Through Marketing, by creating an interactive shopping experience for consumers.
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Since Swarovski’s motto is “a diamond for everyone”, the gift guide will be marketed as “a gift for everyone", following both the classical Swarovski layout and the new Wonderlab concept.
How does the Gift Guide work?
Questionnaire
The guide will act like an interactive "questionnaire", where the gift-giver (i.e. user) can insert information about their budget, preferred type of product (jewellery item, decorations, etc), receiver's characteristics (age, gender, etc), and select pictures that reminds them of the person.
The user could also insert a picture of the receiver to analyse their face shape, if they want to purchase a pair of earrings. Ultimately, after all the data collection, the user will be shown AI powered recommendations from the Swarovski website inventory (both respecting the budget and going over/under the budget). The checkout process will continue as usual.
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Augmented Reality Try-on tool for Jewellery
If you are buying the gift for yourself
Customers will have the option to either upload a picture of their face/hand (according to guidance for optimal results i.e. how to take the picture) or to try on the jewellery items on themselves. Only the recommended jewellery items will be available for this feature.
If you are buying the gift for someone else
Customers will have the option to upload a picture of the person’s face /hand (according to guidance for optimal results i.e. which pictures would work best) and see the recommended jewellery items on the person.
Express 1-hour delivery
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Since most people who would access the Gift Guide may not know much about the giftee’s preferences or taste, the questionnaire will be interactive and quick, to suit a “last-minute” gift. Moreover, the Gift Guide will also allow for “1 hour express shipping”, to further meet the needs of last-minute gift buyers who prefer online shopping. Therefore, the recommendations shown will also be based on items available in nearby stores
This will be similar to Tesco’s “Whoosh”, 1 hour window express delivery.
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In-store tablets implementation
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The gift guide will also be implemented on the existing in-store tablets, to create unity, decrease the time spent in store during special occasions, increase sales and speed up the decision-making process. In this way, the increasing consumers’ demand for personalized recommendations is met effectively, having the option to pick a unique gift either in store or online, without being constrained by long delivery times.
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Demo video:
Demo AR implementation:
Source: Mirrar
Source: Tryon Jewelry
Digital Strategies Framework
