Jewelry brand Brilliant Earth is continuing to leverage in-store retail with online and mobile components with the opening of three new showrooms in three key markets.

The brand has focused its retail experience on small brick-and-mortar showrooms that consumers can book an appointment at online. The move is representative of the many ways that mobile and physical retail have become more intertwined as time goes on.

“We want to serve our customers through a variety of channels and multiple touchpoints, allowing them to shop how and where they want,” said Kathryn Money, the vice president of strategy & merchandising. “We offer an optimized website and mobile experience as well as physical showrooms.

“Additionally, our knowledgeable team of jewelry specialists is available via phone, live chat, email and appointment to support customers in making their purchases.”

Omnichannel shopping
As mobile has become more and more dominant in the retail conversation, retailers and brands are beginning to explore the many ways that mobile and digital can be an integral part of the retail experience.

Outside of loyalty apps and mobile shopping, there exists many ways that mobile can be a supplement to the brick-and-mortar experience.

Brilliant Earth exemplifies one way in which these two intersect.

The brand has begun opening showrooms around the country – small brick-and-mortar spaces where customers can be given individual, guided tours of what kinds of jewelry are on sale and what appeals to them most.

These showrooms can only be accessed by making an appointment, which is easily doable from the brand’s sleek mobile site.

Now, Brilliant Earth is expanding these omnichannel showrooms to three new cities: San Diego, Washington, DC and Denver.

“Shoppers can customize their purchase through a user-friendly online experience, such as utilizing our Create Your Own Ring feature, and browsing tens of thousands of diamonds and gemstones that meet the customer’s unique specifications,” Ms. Money said. “Our physical showrooms augment this online experience by offering a relaxed atmosphere in which customers can enjoy a high-touch personalized experience, explore our collection of rings and fine jewelry, and learn about diamonds.”

Online to offline
The integration of online and offline retail has been reaping rewards for both the brands that implement this crossover and the customers who benefit from it.

As customers move more and more towards mobile being their primary digital destination, it becomes paramount that brands are able to connect online and offline retail in meaningful ways.

Compare how Gap has recently made mobile POS systems an integral part of its retail process (see story) with more robust mobile integrations such as the scan and go offerings from Sam’s Club (see story).

These integrations show a future in which the lines between physical and online retail blur and customers are better off for it.

“Given the continued shift in traffic from desktop to mobile, focusing on mobile-first and creating a consistent mobile brand and user experience is a critical part of our online strategy,” Ms. Money said.