Brides-to-be can now check out a wide range of sparkly rings at Nordstrom's (NYSE:JWN) downtown Seattle flagship location. The luxury department store has partnered with the online-only jeweler Blue Nile to bring some of the company's diamond rings off the Internet and onto the Nordstrom sales floor.
While customers can try on the rings in store, what makes the experience unique is that all of the Blue Nile rings can be purchased only via Blue Nile's website. The test was designed to give customers a chance to try on the rings, considered by many as a must-have thrill for brides while planning their wedding, while still maintaining Blue Nile's longstanding e-commerce strategy.
Nordstrom has installed custom-made Blue Nile jewelry cases at the downtown store where shoppers can browse 115 engagement rings and wedding bands and talk with Blue Nile jewelry consultants. The display is located within the Nordstrom Wedding Suite and is slated to be a six-month experiment that could expand to the other 17 Wedding Suite salons at Nordstrom stores throughout the U.S.
The experiment highlights the increasing connection between the in-store and online shopping experience. Blue Nile is the latest to bring its e-commerce experience to a physical presence. Last month, Google revealed that it has opened six showrooms across the country to lure shoppers and promote its Nexus 7 tablets and Chromebook computers. Intel has also welcomed customers to custom pop-up locations, a first for the technology brand.
-See this Seattle Times article
Google, Intel Open Pop-Up Retail Showrooms For Holiday Shoppers
Nordstrom Pulls Plug On Gift-Giving Service Wantful
Nordstrom Illustrates Why Mobile May Change The Rules On Third-Parties
Nordstrom Ends Controversial Mobile Customer-Tracking Trial
Nordstrom Considers Adding iPads To Dressing Rooms