b'PHYSICALWHY DEISMALLGETTING RETAILSMATTERS MINERSPOLITICALFUTURE STRUGGLE IN PUBLIC Retailers will need to integrate technology, like augmented realityis supposed to be an emotional experience, said Gonzalez.and artificial intelligence, to fill the gap online shopping cant.She recommended intertwining little moments of surprise and de-Helzberg Diamonds (No. 17 on the $100 Million Super- light in the experience, whether thats a special note in the bag sellers list) introduced the Virtual Ring Experienceat curbside pickup or a fun message in a QR code.to some of its stores in 2019, using augmentedRetailers need to look at all the touchpoints reality technology to blend the in-store andin which they can deliver a five-star experi-online experiences.A Jared employeeence, says Rehyle.Shoppers can browse through theirdelivering a purchase toCustomers have always appreciated options on a tablet and get a visual on whata customer as part of thestronger customer support, but now retailers new curbside each ring would look like on their hand. pickup service more than ever, if theyre willing to go Helzbergs also been experimentinginto a physical store, for many of them, with the Diamond Room Experience,they look at that as a compromise allowing shoppers to view the diamondto their health, a risk theyre taking. of their choice up close on a 24-inchThey need to feel as if theyre getting a high-resolution screen.heightened experience, she says.Amid new tech elements and safetyShe refers to it as red carpet custom-protocols, retailers staying true to the feeler care: You need to be starstruck, treat of their brand and their stores is importantyour customers like royalty, and get their to avoid losing their voice, and their customers. autographs.You dont want it to become so clinical that itThe purpose of purchase has changed from the feels icky and the consumer questions, do I need to goutilitarian experience its been in the past. there again? said Gonzalez. Shoppers now are looking for an experience more than an item, Remembering the brand is key to immersing customers, and add- and retail will continue to be about shoppertainment, says Rehyle. ing a little humor and levity to the situation can help too. Weve talked about these things in the past but now I think its We all know this is a serious moment, so I dont think youre mak- going to be what will separate those brands that survive versus those ing light of that. But youre still making it feel good because shoppingthat dont. L GEMOLO G ONLINE MODULEN A ICO ALTIIA NN SR E 1975 I T Verification PlatformT N I E T U TReport Results The 4Cs A Diamonds Journey H&AThe Complete Sales Experience14 STATE OF izable ContentDownloadable ReportsDiamond ProvenanceEducational Material CustomTHE MAJORS 2020'