Cover Story: A Beautiful Marriage
Omnichannel Retailer of the Year Brian Watkins leads Ritani's unique channel integration strategy
"We spend an inordinate amount of time on the educational process associated with buying a diamond or an engagement ring," Flaherty says. "This is a trust-based purchase. If they trust the brand and jeweler, they're more likely to buy. Education is the doorway into that trusting relationship. Of all the content on our website, I'd say 70 percent of it's education oriented."
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