Boston, MA 08/05/2014 (wallstreetpr) – Blue Nile Inc (NASDAQ:NILE), an online jeweler wants to take a different road and wants to make its presence in the retail stores. The online jeweler has started presenting its products and designs at Nordstrom’s flagship Seattle store. The products are meant for display. The customers can see them, try them and can check the quality on the store. However, they cannot purchase the products from store. They have to visit the online store to buy the products.
The change of road
Blue Nile Inc (NASDAQ:NILE) has stayed as a pioneer online jeweler offering the beautiful jewelry to the online customers at steep discounts. The company wants to take the less traveled road and want to give a try to brick and mortar store in its 15-year of business. The products will be displayed in the two Nordstrom stores. Blue Nile doesn’t want to take a big risk and therefore have adopted a mid-way. It will make sure that the company doesn’t lose its online customers.
Also, the display will allow the company to have more customers attracted to its website. The customers can see and try the products and then they can look forward to the online store to buy their products.
The new or old strategy
Blue Nile Inc (NASDAQ:NILE) is turning to the physical stores at a crucial time when rest of the firms are trying to make a presence on the online platform. The national chains are opting to get strong web identities. At such a time when web is dominating the people’s shopping preferences, the efforts to make physical appearance marks questions about the Blue Nile promotion strategy.
There are no real benefits seen in setting up the physical stores. What they are doing can bring extra costs for an online jeweler without any real and productive benefits. Instead of making physical presence, Blue Nile Inc (NASDAQ:NILE) should have adopted for a better approach by attracting the clients through various online resources and making a strong presence in the other regions.