Midwestern chain Rogers & Hollands Jewelers has announced that its newest location—set to open Aug. 29 at The Lakes Mall in Muskegon, Mich.—will feature tech-savvy elements meant to enhance the consumer experience.
The company declined requests for comment, but issued a press release that details a number of the shop’s digital delights.
The waiting area, for starters, will offer tablet computers for shoppers wanting to surf the net before diving into the store’s vast merchandise mix, which is heavy on bridal options. Inside, the Digital Bar will be outfitted with more tablets that will allow customers to design their own engagement ring, choosing from hundreds of stones and settings. Completed customized designs will also be featured on two 55-inch monitors mounted on the walls.
A screen shot of a customization tool on Rogers & Hollands website (Photo courtesy of Rogers & Hollands).
“When we first started on this new design store project, we asked ourselves, if our emphasis is bridal, then what is relevant to today’s bridal buyer?” Kathy Kadet, vice president of marketing for Rogers & Hollands, said in the release. “Our answer was simple—an updated design, with an unbelievable bridal assortment, and an overall innovative approach familiar to this new tech-savvy consumer.”
The company’s deep investment in the category will be evidenced by the Bridal Bar, which also will feature tablets that let shoppers customize existing designs.
Sales associates at the new digs have taken part in an “extensive training program” of all social media platforms that includes “how these mediums work, and why they are important to the new consumer,” according to the release.
Kadet says it’s “not uncommon for our guests to come into our store with a photo of a ring they pulled from Pinterest. We know our guests are doing their research online through many different social media platforms, and we want to be able to understand and adhere to their wants.”
Rogers Enterprises, the parent company of Rogers & Hollands, is based in Matteson, Ill., and operates 74 stores across nine states.