About Chow Tai Fook

A step towards an omnichannel success

Macro has not only helped us showcase loose stones in professional quality videos and images, it has also increased our customer response time and rate!

Founded in 1929, Chow Tai Fook (CTF) is an iconic jewelry brand with extensive retail presence in China, Korea, Japan, Malaysia, Singapore, and the United States. It is a brand revered for its unparalleled authenticity, product design, quality, and value.

CTF has envisioned to be the most trusted jewelry brand in the world, and for the longest time, has managed to actualize the vision into the icon that it is now known today—trustworthy, authentic, and committed.

The Challenge:

To succeed in the omnichannel retail environment, CTF requires more than its proven ingredients to succeed. With its extensive retail network, the rapidly changing customer shopping needs and behavior, and a continuously growing e-commerce trend—intensified by today’s current health crisis, CTF would need all hands on deck to rise above the challenges of the digital jewelry world.

Fortunately and unlike others that have scrambled to jump on the accelerated pace of digital transformation, CTF did not need to start from scratch. The iconic brand has been ahead of its league in the digital jewelry world. The company has been recognized and awarded several times for its contribution to the industry, particularly in technology and innovation. However, innovation
is not stagnant and our challenge is to provide support to CTF in continuously implementing an online-to-offline business strategy through our innovative jewelry photography solution.

The Solution:

Photographing loose stones was a new concept to CTF, although they used professional photography equipment to shoot jewelry for internal purposes only.

CTF has always been a digital ally. As a brand with roots known for innovation, CTF has always believed in the revolutionary power of technology and innovative ways of doing things. The introduction of Macro has opened them to new possibilities, and modern retail methods including sales and marketing. The GemLightbox Macro is undoubtedly the quintessential match to CTF’s online-to-offline business strategy.

The GemLightbox Macro is simple and convenient. With features such as a macro lens that allows for up to 10x magnification and four lighting options to provide the perfect lighting environment for each gemstone, Macro is CTF’s
the go-to solution for instant but professional-quality images and 360 videos whenever they need them.

According to statistics, 43% of holiday shoppers usually research online and buy online whereas 23% will research online but buy in-store. High-quality images and 360 videos are powerful tool for converting online traffic into both online sales and actual foot traffic. When there’s a screen
between a consumer and a product, the lack of tactile experiences, that is, the inability to touch and feel the product, can often put off consumers from buying; hence, others will research online but will complete the transaction in-store. Macro closes this gap by ensuring that the quality of photos and videos produced for online consumers will provide them a rich visual experience that
mimics the in-store shopping experience to motivate them to purchase online or in-store.

The Results:

Since using Macro, CTF has now been able to shoot professional-quality images and videos of loose gemstones and diamonds. These visuals are then used to showcase and promote the products during Live Streaming /Live Selling events.

CTF has achieved maximum efficiency, particularly in its photography process. This efficiency is manifested in two ways. First, Macro’s point-and-shoot quality has enabled anyone in the company to capture as many images and videos as they want any time they need them, whether for social media commerce or inventory management. Second, the studio-quality images and videos of diamonds and gems have reinforced their social media presence. By keeping a consistent image online, CTF has generated an increased interest in its products and sustained customer engagement.

See How Chow Tai Fook Used the GemLightbox Macro