Mobile marketing for Blue Nile

My personal project will be Blue Nile. This is the largest online retailer of certified diamonds and nice jewelry. Since it’s an online retailer, social media marketing is extremely important. Engagement diamond ring is one of the most important products of Blue Nile. Thus, 70% of its customers are male. Male customers are more rational than female ones; the social media marketing style also should be more professional instead of romantic or dreamy.

Blue Nile’s current Iphone App allows customers to search jewelry based on keyword; group jewelry into categories and allows customers to refine their results based on price and other jewelry characteristics; allows customers to buy products and checkout with a credit card from their Iphone. There are few ways I think can help Blue Nile to do better job on mobile marketing:

QR code
It’s not easy to pick a ring. You need to know carat, color, cut, clarity and setting etc. When a customer finally picked a ring he likes, he may want to share this ring information with his friends. A QR code will help him to keep the ring’s detail information. Meanwhile, he also can send the QR code to his friends via SMS to ask others’ opinions.

Game Mode
The current mobile application is professional but kind of boring. It teaches people what’s the best color, cut and clarity. However, usually people who use Iphone application, they don’t want to do hours detail research by phone. The screen is too small to read so many words. The game mode allows customer to pick settings they like first, and then they can pick color, cut, shape, clarity of the diamonds to create their own jewelries. They can try the jewelries they created on virtual model, to give them intuitive feelings about the products. Besides, it’s fun, simple and will not cost too much time.

RSS
To build Blue Nile RSS reader will allow people who are interested in Blue Nile’s products can get the latest news and product information. They can be keeping updated. Of course, don’t forget the facebook, twitter, and “share with your friends” tags. They can help Blue Nile to deliver messages further.