Fans of Madani can now try on a virtual ring and find the closest authorized dealer, thanks to a newly launched app.
The technology allows consumers and retailers to browse Madani’s inventory of wedding bands. Using an iPad or iPhone, the user snaps a photo of their hand. The app—which took six months to develop—then superimposes an image of the desired ring, allowing the customer to ‘try on’ various designs. Entering a postal code directs the consumer to a Madani retailer.
“This is a first for the wedding band industry,” says Berge Farra, co-owner of CFM Productions, which manufactures Madani. “Others have had something similar for engagement rings, but not for wedding bands in alternative metals. An iPad with downloaded app can be displayed next to Madani product, so that when the consumer comes into the store, they can search our inventory. The idea is to keep clients in the store as long as possible to entice sales.”
The technology also allows the user to change the colour of the metal shown in the superimposed image without having to start over. In addition, users can find their correct ring size, as well as share their design on Facebook, Twitter, or by e-mail.
“If the retailer doesn’t carry the stock version of the desired metal combination, the user is able to toggle the different offerings while still looking at the image. There currently is no app that does that,” says Saro Manoukian, creative director of Saro Creative, which designed the app.
“In the store environment and with the limited real estate brands have in cases, this allows for multiple designs to be virtually shown in a catalogue form. The benefit to the retailer is they are not tying up dollars in inventory. Using the app is also something that will be memorable to the consumer’s experience.”
Manoukian says the app is Cloud-based, which means that as new ring designs are created and uploaded, the app will automatically update its inventory without a push notification.
“Madani can add more products to its offering and they are instantly live on the app,” he explains, adding this feature is unique to the app compared to those offered by other jewellery manufacturers.
Farra says a sneak preview of the technology at Expo Prestige in August garnered positive response from current and prospective Madani dealers.
“We signed several customers based on their seeing the app,” he notes, adding dealers who meet a required minimum will receive a free iPad and stand for their store.
