In my opinion:
StevL, your post is very informative in showing me what *you* perceive the B&M world is. Now allow me, as a consumer, to share some insight with you as to how *I* perceive the retail jewelry business. I know you'll find it hard to believe, but price is not the only advantage (or even the most important) to buying online. Here are reasons I didn't buy at the B&M store:
1) The salespeople at many of them didn't know the basic minimum about diamonds. When I asked one what the make of a stone was, she replied "Huh?". When I clarified that I was asking about the cut quality, she said, "OH. It's a round cut." Thanks...very informative.
2) The staff didn't want to hear what I was looking for--instead, they were more interested in telling me what THEY should thought I SHOULD be looking for.
3) Many of them had a "canned" approach. Ready to tell me: how DANGEROUS it is to buy on the net and cautioning on fake certificates...how the stones on the internet are nothing more than second-hand rejects that don't meet the B&M store's quality standards......how nearly impossible it will be for me to find a stone that falls within the parameters I want (which were AGS0). Perhaps they don't realize that imparting fear isn't selling.....or that instead of filling me with fear, they are *showing* me theirs.
4) The pathetic tactics used to push us into a higher-priced diamond: What will your friends think? Don't you want your diamond to be as nice as your fiance's friends' diamonds? A diamond's quality shows HOW MUCH you love her....blah, blah, blah.
5) The tendency to treat consumers like idiots. Believe it or not, I don't really believe that the B&M store is selling me a diamond that's truly worth $16,400 for only $6400.
6) The lack of availability of well-cut stones. Almost no AGS stones in stock, barely a few GIA stones.
StevL, I'm sure you're in the minority of B&Ms that really service customers, and that's commendable. But I think that sometimes, the retail segment overstates their strengths....things that they think are "strengths" really aren't.
A few among your list, for example: "you can view many stones, both branded and unbranded". No, I really can't because most of the retailers don't have the array of makes in stock. Yes, I can see a bunch of stones, but if none of them are the types I want to see, it doesn't matter. Another: "You can come get your prongs checked or get your ring cleaned for a special night out". Honestly, I can do that now. I can go into any store and ask them to check the prongs and clean it because there is a possible repair job at stake. That's not really the benefit you think it is.
You mentioned a few strengths that I agreed with - the ability to try on settings and see them on the hand....I see that as a BIG plus for retail. Also, the possible help with insurance.
You folks do tend to underestimate the online shopping experience. My vendor (Whiteflash) had MANY top-cut stones, which is what I was looking for in my e-ring. He called me at home on a Sunday in December--the busiest time of the year--to speak with me about the stones I inquired about. He pulled them out and compared them; he spent two hours on the phone with me and told me what he saw in each. When I subsequently changed my budget, he graciously gave another 45 minutes of his time to compare two other stones. He took the time to explain to me what I was seeing and why. Compare that to the clerk at the B&M who handed me the ring and said "it's a 1.02 G, VS2"....and sat quietly looking disinterested while I viewed it through the loupe.
I could have easily seen any stone from the reputable internet vendors without putting up a dime - all of them would have shipped to a local appraiser for me to view pre-purchase. I have a lifetime trade-up policy with them, and I can return to them should problems ever arise...the B&M world doesn't have a lock on that. There's no more guarantee that a B&M store will be there next year than an online store.....it's like anything else. You need to do your homework and buy from someone REPUTABLE.
Yes, it's true I might get a reduced rate on repairs from the B&M store, and yes, I do have to pay shipping charges with an online purchase, but let's not forget how those are offset by not having to pay sales tax.
I'm not against the B&M segment at all. I'd like to see them get better at identifying what customers want. Here's a novel idea.....why not ask them? "What would incent you to do business with me? What things are important to you?" I think that too many B&M shops are blaming their loss of business on the "evil internet dealers and their pricing" because it lets them continue to delude themselves that it couldn't be their poor selling skills or their failure to identify what *I* want for service.
Everyone thinks it's the almighty internet dollar that's the culprit....and don't get me wrong, getting a fair price is important to any consumer who wants value. But I don't always choose the least expensive option. A restaurant we eat at locally here is a bit higher priced than some of the others, but I never had to repeat my order to the waitstaff. They get it right the first time. I never have to send my steak back because it isn't done right. I never have to flag down the waitress because I'm out of coffee. I don't feel like we get rushed out the door the minute we've finished eating. Not only do we pay a bit MORE to eat there, we tip like no tomorrow. They are emphasizing the things *I* want...not what they think I should want. Hey, free peanuts are nice, but not if they mean I have to send my steak back three times to get it right.
Diamonds are not the only commodity whose business model is changing. The successful vendors are those who won't resist/bitch about the change and instead find a way to make it work to their own advantage without being dishonest to the consumer.
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