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LOOSE DIAMONDS ONLINE SALES

MID Mobile Phone app

BUYING AND SELLING DIAMONDS ON TECHNOLOGY’S CUTTING EDGE

A hallmark of the business world today is the massive involvement of sophisticated technology, not only in product development and manufacturing, but in the marketing and sales process as well. In the diamond trade this was not a foregone conclusion, for many believed that with valuable merchandise, where often subtle variations in carat, clarity, color and cut can have substantial effects on value, buyers would be reluctant for forgo the traditional physical examination of the stone.

At MID House of Diamonds, the standard operating principle has been to embrace technological development, but the company recognized both the opportunities and the challenges that e-commerce presents. “We understood immediately that this is going to a be a significant part of our industry’s future, but at the same time realized that we should not expect our clients to compromise in terms of the purchasing experience,” explained Asaf Hirsh, MID’s Vice President of Online Marketing. “We made it our goal, therefore, to develop a system that would provide the access, choice and immediate response that the new technology provides, while at the same time ensuring that the clients feel able to make a reasoned and rational purchasing decision, with the same and possibly even more information available than what they were used to in a traditional office setting.”

One can sample the power of the MID Online, by simply linking to its SEARCH DIAMONDS function. But to obtain compete access to this remarkable service, and thus experience the full extent of what MID offers, one just has to register, providing basic personal and business information, as well as selecting a username and password.

For registered users, the MID Online service is not simply a search tool, but a comprehensive business application, that not only enables company clients to conduct finely detailed searches for diamonds, but also to review results will full pricing information. These can then be downloaded as Excel files. Users can also view the grading reports of diamonds listed, as well as examine photographs and 3-D images that can be turned and manipulated in the same way one would do if examining the stone physically under a loupe, which are produced by the MID using the Vision 360 system.

While the process of putting together an order using the MID application is similar to that of popular online trading sites like Amazon or Alibaba, the actual financial transaction is conducted offline, through one-on-one communication between the client and his or her personal MID sales officer.

The individual connection remains essential in the diamond trade, MID felt. Registered users can initiate contact with their sales officers at any time using the chat function built into the online sales application.

Deals are closed offline, but users can then track orders using the online application. They can also create wish lists, enabling themselves to be notified every time specific diamonds come on offer.

VIEW AND DOWNLOAD THE MID APP
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And that is not all. The MID Online application also enables clients to customize and embed the MID search tool on their own websites, enabling the clients’ customers to scour the MID database, as if it were their own. No sophisticated programming experience is required. The MID application program interface (API) can be simply applied using a step by step approach, clearly explained in an instruction video that is made available. Clients using the embedded search tool can set their own pricing criteria, as well as carefully selecting the range of stock that is listed.

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