CXG present key findings of the report!
How, diamonds presented in retail settings! CXG, a global leader in consumer insights, performed research across national and regional retailers to uncover how natural diamonds (NDs) and laboratory-grown diamonds (LGDs) are presented in retail settings. The study analyzed how the store environment, merchandising, and interactions with the Sales Advisors contribute to the customer’s education, experience, and confidence to purchase. Key findings include: 1: It is a concern that sales advisors show little proactivity (less than 40% of interactions) in explaining differences between LGDs and NDs, use a comparative narrative, and show lack of knowledge in using ethical, provenance, and traceability arguments. 2: In fact, only 6% of cases was knowledge shared on the ethical and provenance arguments of natural diamonds! Generally, just half of customers