Embeddable videos and graphics, an updated app, and a Facebook button are among the new tools offered
With more consumers than ever turning to the Internet for diamond education, jewelry retailers should be showcasing a collection of easy-to-digest diamond facts and reference graphics on their websites.
Not quite up to speed on that? GIA has your back. The nonprofit has updated its Retailer Support Program to encompass more online tools for educating consumers. The organization debuted the retailer program in 2007 to provide materials to help jewelers and their sales personnel teach consumers about the 4Cs and diamond grading reports.
A page from GIA’s Gem Encyclopedia
Program additions include free downloads of any of GIA’s 11 educational videos for retailers to embed in their own websites. Videos include “How to Read a GIA Grading Report” and “How to Choose a Diamond.” Stores that rely heavily on Facebook can now add 4Cs diamond information to a Facebook page with iFrame (see site for details). And owners can gussy up their sites by embedding linkable GIA graphics and images—including the ever-popular “4Cs Scales & Diagrams” sheet and GIA Gem Encyclopedia buttons.
GIA also upgraded its consumer app to feature a retailer lookup, accessible by punching in a zip code or by allowing its geo-locator to figure out where you are. Retailers can register to show up on the app on GIA’s Retailer Support website.
“The Retailer Support program launched in 2007 with a limited variety of materials,” says Kellie Giordano, GIA’s marketing program manager. “In the last year or two, we tried to give it a makeover and have a lot more downloads and tech tools and a Facebook tab for retailers.” Giordano adds that there’s also been a concerted effort to make tools more consumer friendly, because, “diamond education is happening before consumers even get into the store.”
The program still offers its original in-store materials, including counter tools, brochures, and posters. For more info, or to order materials, visit the program’s home page.
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