These employees are able to develop user-friendly websites, offer specialized assistance to shoppers and interact in a manner that increases customer satisfaction and loyalty. The previously discussed forces belong more to the internal environment of each online jeweler, but the forces which are directly perceived by the customer must also be addressed. They refer primarily to high levels of product quality and competitive retail prices. 3. Blue Nile's Strategy

The number one online jeweler has developed and implemented an aggressive strategy to expanding its operations and gaining more customers. They for instance understood the massive importance of marriage and engagement rings and emphasized on high quality and variable price engagement rings. Foremost, 72% of their operations were focused on selling the rings to the future spouses. Another point in their business approach was the...

In a generalized expression, Blue Nile's strategy constituted of a twofold approach - first of all, the jeweler ensured that they were presenting the clients with high quality diamonds and jewelry; most importantly, all these had to be offered at competitive prices. The second approach revolved around the offering of specialized assistance in selecting the most suitable product. "Top management believed its strategy of providing educational information, in depth-product information and grading reports - coupled with its wide product offering and attractive prices - was the key driver of the company's success and, ideally, would lead to customers looking upon Blue Nile as their jeweler for life" (Thompson).
Thompson, a.A., Blue Nile Inc.: World's Largest Online Diamond Retailer