BlueNile.com continues to fine-tune its already powerful Diamond Search on-site search tool with the addition of a “My ratings” feature to other search parameters that already include diamond cut, color, clarity and more. The goal is to help the buyers of diamond engagement rings gradually narrow their search among the more than 50,000 stones available at the online jeweler during a selection process that typically takes a month or more of multiple site visits, according to Blue Nile.
“It’s a product for which most guys don’t have a frame of reference,” says a Blue Nile spokesman. “So the first time they come to us, they are just dipping their toes in the water and trying to figure out where to start.”
As the customer’s knowledge advances beyond figuring out the basis for making judgments about diamonds to starting to make decisions based on those criteria, the “My ratings” parameter on Diamond Search allows him to save data on the particular stones in which he’s interested and rank them personally for his own future reference according to the criteria he deems most important: for instance, cut and price. As the customer’s knowledge evolves further, he can change rankings in the saved “My ratings” feature to incorporate that.
Blue Nile believes that over time, aggregated “My ratings” data could provide insights on how consumers search for diamonds, and potentially even play into how search results are sorted in the future, so that different customers see results most likely to be appropriate to their interests higher up in their search, according to Blue Nile.
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