News

Bailey Banks & Biddle revamps its web presence

June 7, 2011

Bailey Banks & Biddle, a jewelry retailer founded in 1832, has introduced a new multi-channel jewelry shopping experience with the launch of its new website on the Ignify ecommerce platform. With the same products offered in-store and online and a seamless pricing strategy, the new model combines the assurance of shopping in a bricks and mortar environment with the cost savings of shopping the internet, according to the company.

Bailey Banks and Biddle uses Microsoft Dynamics AX for Retail Point of Sale in the stores, Microsoft Dynamics AX ERP for its accounting and inventory management and Ignify ecommerce for its web store to provide an integrated multi-channel experience for its customers.

"Today's affluent shopper is savvy enough to know that the best values are found online, but they don't want to completely sacrifice the romance of their jewelry shopping experience," said Anne Valentzas, senior vice president of marketing and e-commerce. "With the re-launch of our site, we're finally able to offer fine jewelry consumers the best of both worlds."

The transparency of prices on loose diamonds means that online shoppers know exactly what they're getting, and can easily compare prices with other online outlets, yet the overall shopping experience is that of shopping in a luxury environment, with a full-service bricks and mortar staff to assist with questions, concerns and a personalized experience. The provenance of the Bailey Banks & Biddle brand means that gift-givers can rest assured that the recipient of their offerings know that cost was not the only consideration in the purchasing process.

The centerpiece of the new Bailey Banks & Biddle, available both in-store and online, is "Baileys' Design Studio," based on the Ignify e-commerce configurator technology. Baileys' Design Studio offers consumers over 20,000 unique diamonds and hundreds of settings, allowing shoppers to create a piece of jewelry that is customized to their exact specifications. In addition to adding over 500 new items to the site as a whole, they are also introducing new, members-only private sale boutiques in "Baileys' Vault" where sought-after designer brands are 40 to 50 percent off every day.

"The ability for customers to customize jewelry represents a new level of innovation for an online jewelry store. That flexibility, coupled with a tightly integrated back office and online infrastructure, provides for a great customer service experience with Bailey Banks & Biddle. We are very proud to be their technology partner in this launch," said Sandeep Walia, CEO of Ignify.