Jewellery brand to use web-based tool for market research.
Daisy has launched a tool on its website that allows consumers to design a stack of its stacking rings.
As well as picking from a range of the brand’s silver and 18ct gold plated rings, visitors to the site can also match their skin tone and choose to colour their nails with a virtual varnish from nail varnish brand OPI.
The tool was built by web design company Brilliant, which also designed the jewellery brand’s main site. Brilliant’s Katy Moody has been leading the project, which has taken eight months to develop.
Daisy co-creative and marketing director James Boyd said that the tool will help Daisy to get closer to its customers and provide it with invaluable market research on popular ring designs.
He said: “It’s a chance for us to get closer to our consumers. Having a point of contact will allow us to better service our retailers by better understanding out customers.”
The tool went live on daisyjewellery.com at 4pm yesterday and Boyd expects it to have huge viral potential as once a design has been completed users can then forward their design to friends.