Experro - DiamondsDirect

Diamonds Direct is one of the largest U.S.-based high-end jewelry retailers, boasting 60 years of experience in the business. With a legacy spanning over half a century, they have established a robust presence with thousands of active customers. Their reach is extensive, with millions of orders coming from both eCommerce platforms and brick-and-mortar retail stores across 13 states.

The Challenges

Diamonds Direct’s legacy platform was hindered by several limitations, including a lack of headless capabilities, content management, and self-service tools, which required developer assistance for even minor updates. Additionally, the previous platform’s insufficient jewelry search and merchandising capabilities coupled with disconnected technology stacks and siloed data resulted in poor site performance, limited omnichannel capabilities and, ultimately, a sub-par customer experience.

They reached out to us with a problem statement that read, “Our company needs digital solutions that could unify disconnected customer data across 10+ different systems and generate customer segments to automatically enrich customer profiles so that we are able to personalize every customer touchpoint throughout the entire customer journey. This is a major part of our multi-year digital strategy initiative.”

They wanted a solution that could work with minimum customization and help them revamp their old website - a custom-built combination of multiple tools and technologies, to achieve content and commerce autonomy for their eCommerce team.

Rachel Scholan

Rachel Scholan

VP of Digital Strategy, Diamonds Direct

Experro Transformed Our eCommerce Growth

Revitalizing our platform required us to transform our online business, focusing on functionality to deliver an elevated customer experience, while simultaneously prioritizing stability, scalability, and security. With the support of Experro, we were able to boost our online presence and exceed expectations, offering personalized customer journeys, heightened engagement, and full flexibility on both ends.

The Solution

Diamonds Direct embarked on a digital transformation journey with an aim to increase engagement, customer loyalty, and jewelry sales by providing a hyper-personalized shopping experience to its customers across retail stores and eCommerce website.

With the knowledge that using as much technology out-of-the-box as possible would avoid heavy customization and make the solution future-proof, the client chose on Experro.

  • Cutting Edge Headless Architecture: The solution enabled the client to transform all customer-facing channels to offer seamless and hyper-personalized shopping experiences, leading to more impressions and highly engaged online shopping sessions.

  • Seamless Search Experience: With AI-powered Product Discovery and CMS capabilities, the eCommerce teams can craft desired content and search experiences for each customer.

  • Personalized Customer Experiences: The Journey product improved sales and marketing automation for the online and in-store jewelry shopping experiences. The client can personalize all email, text, support communications, and shopping experiences using highly accurate customer segments.


The Impact

  • Implemented headless strategy, which resulted in a remarkable increase in in-store sales conversion rates.

  • Established a product sync engine that ensures seamless synchronization of thousands of unique jewelry SKUs in a near real-time fashion.

  • A substantial surge in the total number of online shopping sessions showcased a significant uptick in customer engagement and online shopping activity.

  • A significant reduction in customer bounce rate indicating fast and relevant jewelry search results, leading them to spend more time on the site and explore further.

  • The personalization of customer interactions is driving revenue and customer success by triple-digit percent.

The results of the innovative DXP solution were staggering. The client is successfully delivering a connected customer experience with improved clienteling for online and offline shoppers.