By Tamera Adams

A shame-faced man stands in front of a display window at a Fifth Avenue jeweler at 3:00 a.m., picking out a three-carat peace offering from the touch screen monitor. This is just one example of how interactive windows, similar to the ones at Ralph Lauren, could work well for the jewelry industry.

Last year, Ralph Lauren launched a "window-shopping screen" in New York during the U.S. Open. Now Londoners who are addicted to tennis or simply love the look of casual wear inspired by the sport can assuage their style jones 24 hours a day during this year's Wimbledon tournament. The 78-inch lightweight touch screen at Ralph Lauren's London flagship store shows live scores, tennis clips and the designer's Wimbledon fashion line.

Selections are added to the digital shopping cart by touching the onscreen model wearing the desired item. The next day, shoppers are contacted via e-mail or phone to complete the purchase. Giving customers an opportunity to make technology-based impulse purchases and closing the deal by making contact less than a day later could certainly boost sales for a jewelry retailer. Share your ideas on how this innovative promotional tool could serve the industry well.

*Photo courtesy of Sang Tan, AP

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