Discounter Zeeman is again taking a look at price differences

Zeeman did it again. The Dutch discounter has found a new product, the pricing of which he examines: Labordiamans. Zeeman has succeeded in producing a laboratory of 29.99 euros.

Diamonds have a luxurious image. Natural diamonds are created over billions of years and are broken down in mines. These factors contribute at their high price. However, modern technologies enable the production of diamonds in the laboratory. There, the same conditions are created for the development of a diamond. Although both types of diamond have the same hardness, light fraction and brilliance, the price difference is considerable. “More and more diamonds are being manufactured in this way, but are still sold at high prices. This is how you benefit from the myth of the rare, magical gemstone.

Various measures were taken to achieve the low price of 29.99 euros for the trailer. The diamonds were produced in large quantities and obtained directly from the manufacturer. Expensive packaging has been dispensed with and the chain is not included in the price. Marketing manager Kasper Figee said during an event in Amsterdam that Zeeman offers the chain separately for 14.99 euros.

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Anyone who brings doubles to Zeeman’s report can contact the gemstone experts from Naturalis. For Zeeman, this expert has evaluated and verified the quality of the laboratory.

“It can be that easy”

Figee states that the development of the Zeeman diamond took about two years from concept to market launch. During the brainstorming sessions, the craziest ideas came up in the team. However, a lot of research is necessary to find out whether a story is behind it that fits Zeeman. The discounter has been committed to showing that good quality does not have to be expensive and demystify high prices.

Although the campaigns and products require years of development work, they pay off. Many products are sold out within a few hours. This was the case with the wedding dress, the sneaker named Hybrid Z and the perfume ‘Lucht’. There, too, the discounter played the assumptions in his viral marketing, who make people about prices and what is possible. The campaigns also help the image of the discounter by suggesting that quality does not have to be expensive.

Thanks to the campaigns, the company has already won an Effie Award several times. The Effies are industry prices for the marketing and advertising industry.

Sold out rapidly quickly

The Zeeman diamond trailer and the matching chain were available from Thursday last week from 2 p.m. on the Zeeman website. The expectation that the Zeeman diamond would quickly be sold out quickly became true within a very short time. The interest was even so great that, according to a press release, there were several disorders on the Zeeman website. The discounter is aware that many consumers are disappointed in the inside, that they went out empty. Therefore, additional measures are now taken.

“Diamonds for everyone. That was the idea of ​​our campaign. And we really believe in it. We had hoped for great enthusiasm and were also prepared for it. But the enormous success surprised us. The demand was much greater than the number of diamonds available. And the technology of the website abandoned us,” said Zeeman on social media. “We are aware that we have disappointed a lot of people. People who wanted to show a gesture of love or friendship. These gestures are priceless. We will do everything to enable this. We are working intensively on a solution for a new delivery. For the time being, we ask everyone to leave your email address on our website. Then we will keep you up to date.”