Prospecting: Blue Nile Launches Daily-Deal Series to Acquire Holiday Shoppers

Online jewelry retailer Blue Nile relied heavily on promotions this past holiday season to attract new customers. Beginning on Cyber Monday (Nov. 29) and running through Dec. 23, Blue Nile rolled out a new deal on its website each day at midnight. Consumers had 24 hours to purchase the "Holiday Exclusives" at a significant discount. All orders placed on Cyber Monday were upgraded to free FedEx Priority Overnight shipping as well.

Blue Nile featured its vast product assortment in the nearly month-long promotion, appealing to shoppers of all budgets. The Holiday Exclusives ranged from pearl cuff bracelets priced at $50 to a $39,000 28-carat opera diamond necklace. The variety kept shoppers coming back to Blue Nile's site daily to see what that particular day's offering would be.

To help spread the reach of its Holiday Exclusives' campaign, Blue Nile integrated it with its social media efforts. Consumers who "Liked" Blue Nile's Facebook page got the first look at the Holiday Exclusives, providing them the opportunity to browse and buy before anyone else — a significant benefit considering the limited supply of some of the Holiday Exclusives' products. Followers of the brand's Twitter feed also received alerts before the sales were posted on Blue Nile's site.

Making it easier for consumers to view, purchase and share Blue Nile's products with friends and family, the retailer offered an interactive showcase of its top holiday gifts on its Facebook page. By clicking on the "Holiday Gifts" tab, consumers could browse the most popular gifts at varying price points. — Joe Keenan