BAUNAT
Taking part in the Innovation programme helped us to realize our CSR & ESG communication strategy needed to be improved. This trajectory also allowed us to enhance the customer experience, by integrating facts & figures that are self-evident to us, but of great added value for our clients.
© Steven Boelens
- Home
- Meet the Innovators
- BAUNAT
Innovate product offering and service, driven by ethics and a digital mindset
Innovation challenge
Today diamond jewellery brands are encountering a fresh wave of customers driven by ethical considerations and a digital mindset. These discerning consumers seek an engaging purchasing journey that emphasizes transparency and reliability. Consequently, BAUNAT places a high priority on transparency across all aspects of their operations and focuses on upholding ethical practices and governance. To cater the diamond jewellery consumers who desire thoughtfully and ethically crafted pieces, BAUNAT is committed to constantly innovate their product offering and customer service. This includes sharing the unique story of the diamond journey, adopt state-of-the-art traceability technologies, and look for ways to create a captivating in-store and online shopping experience. These endeavors collectively highlight BAUNAT’s innovative and disruptive approach within the diamond jewellery market.
Solution developed
The project started with an evaluation of BAUNAT’s current customer touchpoints in the sales process, utilizing mystery shopping and the creation of a service blueprint to assess their ESG (Environmental, Social, and Governance) presence. During this process, the company's ESG philosophy and credentials were formulated, leading to the emergence of inspiring marketing communication headlines. Together they thoroughly explored various traceability technologies based on blockchain and carefully selected the most suitable application. Finally, Verhaert developed a prototype for a new packaging design, intended for the future BAUNAT traceability collection, serving as an instrument for the ESG communication strategy.
How did the coaching enable to accelerate?
Steven Boelens: "The coaching from the experts made us realize a lot of our business practices already revolve around the ESG-values and meet our consumer's demand. By asking us the right questions and challenging certain topics the team discovered many low hanging fruits within the traceability project."
