Blue Nile to Open Fourth Webroom
March 29, 16
(IDEX Online News) – Online diamond and jewelry retailer Blue Nile has announced its intention to continue to move its plans forward for further brick and mortar locations – with the opening of its fourth webroom likely to be in Oregon, according to a report on marketwatch.com
The company opened its first webroom in New York in June. Blue Nile plans to add a second location in White Plains, New York in early summer, and the recently announced third webroom planned for Tyson’s Corner Center in DC, is slated to open mid-summer.
Blue Nile’s webrooms offer consumers an opportunity to “try before they buy.” The physical stores do not complete sales, but customers can try on rings and other jewelry they have seen online, as well as talk to professionals.
In-store purchases at the webrooms are still processed via online tablets, but several companies, not just Blue Nile, have invested in retail space with low overheads and a small footprint. The trend has been labeled “going from clicks to bricks.”
"Expanding the Webroom concept to the West Coast is a huge move for us and one we think will benefit customers in the Seattle and Portland markets who might want to see an engagement ring in person before buying online," said Blue Nile Chief Merchandising Officer Julie Yoakum.