What Can Store-Based Jewelers Do About Online Retailing?
Last year, we developed a presentation titled, Online Commerce: Be There or Be Square. This presentation is available at no charge from IDEX Online. Here are some of the salient points from the presentation. If you, as a store-based jeweler, dont have an online presence, you are very late to the party. You will have a difficult time catching up. Unless you have millions of dollars available for marketing, you dont stand a change of replicating Blue Niles success. You need to have some online presence at the very least, an electronic calling card. Store branding is best for your website; it reinforces a single name in the consumers mind. Your online price and your store price should be the same. More jewelers have found success with this formula versus a two-tier pricing concept. Creating a website is not a do-it-yourself project. Your niece Sally who is studying graphics art in college, cant do the job. Despite claims to the contrary, no one has successfully rolled out internet kiosks
