Blue Nile Sparkles presentation

1. Blue Nile Sparkles
for Your Cleopatra

2. • Men: looking for that special gift for your
Cleopatra, but don't want to spend a lot of
time shopping?
• want to give the “Big Rock” certified ,without
spending a mountain of cash for engagement
experience ?
INTRODUCTION

3.  Diamonds represent a significant cost.
 Surveys show that most shoppers believe
jewelry.
Difficulties in Diamond trade
:

4. Why is selling (or buying) diamonds
over the Internet difficult?
Trust Wish to see
Rational way
to compare
diamonds

5. The Factors of selling offline :
Only a
single
store
diamond
brokers
Jewelry
manufacturers
Diamond
wholesalers
Middlemen
Regional
distributors

6. • BlueNile.com offers you an online selection of
about 60,000 diamonds.
• You can buy them cut and polished, or put
them into Settings like rings, bracelets,
earrings, necklaces, pendants, watches, and
broaches that you can choose online.
BlueNile.com :

7. • Although the majority of visitors to the site are
women, about 85% of Blue Niles customers
are men.
BlueNile.com :

8. • In June 2007, Blue Nile sold the biggest item
in Internet history, a $1.5 million
The biggest mouse click ever !!!
BlueNile.com :

9. BlueNile.com :
• The entire jewelry
industry was hit
hard.
Although in
2008 and
early 2009
• Sales had begun to
rebound.
• Blue Nile’s revenues
were $302 million.
second half
of 2009

10. • Blue Nile’s main competitor :
BlueNile.com :
Blue Nile
Tiffany.com
Ice.com
AmazonTogether

11.  Blue Nile has simplified the supply-
side of diamonds by only ordering.
 Blue Nile has cut out several supply-
side layers of middlemen.
 Deals directly with wholesale diamond
owners and jewelry manufacturers.
BlueNile.com :

12. BlueNile.com :
Enlarged the
pictures, added
visualization
Improved the
search engine
See more
precisely what
you're building
transact in their
local currency

15. • Wish List :
Create a Wish List to save your favorite items
in one convenient place. Wish Lists can be
shared with friends and family so when the
next gift giving occasion comes around, you
can send them gift ideas.
BlueNile.com :

16. How has Blue Nile built its supply
chain to keep costs low?
Not much
employees
No physical
store
Customization
of the product
No retailer
Customer have
to design to their
test before
manufacturing

17. Comparison :
• A traditional physical store such as Zales would
need around 300 stores. Blue Nile achieves
$300 million in sales with :
Three
web sites
Two
warehouses
180
workers

18. What are some vulnerabilities facing
Blue Nile?
People tend not to buy more expensive
product over the internet.

19. How has Blue Nile reduced consumer
anxiety over online diamond
purchases?
Creating a trust
Information of
diamonds
By insuring their
product
Knowledge-based
environment
Educational guides
to diamonds
Guarantee on a
return policy

20. Finally :
 Both Tiffany and Zales have online Web sites.
 Blue Nile will have to keep a keen watch on its
competitors who are not far behind.

21. PREPARED BY :