Blue Nile pioneered. This includes both general online retailers such as overstock.com and amazon.com, as well as direct online jewelry retailors such as jamesallen.com and abazias.com. Additionally, traditional brick-and-mortar retailors such as jared.com and tiffany.com are significantly expanding their online presence Additionally, changes in the market overall may have an effect on Blue Nile's prospects. One of the Company's primary markets is engagement rings. Demographic trends show that the rates of marriage in the United States are decreasing (Yarrow 2015), and this may be one of the reasons behind lower sales from the company. In the first quarter of 2016, engagement ring sales were down 7% representing the loss of $58 million (Tu 2016). To combat these trends, Blue Nile is rethinking its pure-play model and is introducing the idea of "Retail-Reimagined" webrooms, hybrid physical/online presences in large retail markets (Blue Nile 2016). These webrooms seek to provide the same variety and customization options available online, while using a physical location to drive visits and customer confidence. Case Study Questions i. Using the classification of EC how would you classify the Blue Nile's business historically? Today? ii. In what ways is the company changing its industry? iii. What are the critical success factors of the company? iv. Competition between Blue Nile and Amazon.com will continue to increase. In your opinion, which one will win? (Visit their websites and see how they sell jewelry.) V. Compare the following three sites: diamond.com, abazias.com, and bluenile.com. vi. Follow the performance of Blue Nile's stock since 2003 (symbol: NILE, go to money.cnn.com). Compare it to the performance of the total market and the averages of the industry. What is your conclusion? QUESTION TWO - CASE STUDY - 20 MARKS DRIVING CUSTOMER ENGAGEMENT WITH AUGMENTED REALITY AT TESCO: The Problem Businesses are constantly searching for new products and services that can be used to recruit and retain customers. These products and services can be used to grow profits or act as "loss leaders" to bring customers into the store. Grocery stores are very price competitive, especially in more mature economies such as Britain. Tesco is a world leading retailer of groceries and other goods with locations in 11 countries (www.tescoplc.com/about-us/ our-businesses). Britain is one of the company's primary markets, and completion in the market is growing. These changes are being driven primarily by the growth of discounters such as Aldi and Lidi. With these competitors focusing of price completion, it is becoming more important for more traditional retailers such as Tesco to build store traffic by offering unique goods and services (Telegraph 2017). Disney is global entertainment and media brand well known for their movies, television programs, resorts, and products (thewaltdisneycompany.com/about/#our-businesses). One of Disney's most recent animated features was the movie Frozen, which earned over $1.2 billion worldwide since its release in 2013. The movie and its characters still enjoy a strong popularity with fans, especially children