www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
“Everything you need to have in your online
armoury - s...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Who	
  is	
  Dream	
  Agility?	
  	
  
•  Digital	
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Who	
  is	
  JewellersArk.co.uk?	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Who	
  is	
  JewellersArk.co.uk?	
  
•  Formed	
  b...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Off	
  to	
  a	
  great	
  start…	
  
	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
What	
  we’ll	
  be	
  covering….	
  
•  Online	
  ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Pricing	
  &	
  Showrooming	
  
•  Thanks	
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www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Pricing	
  &	
  Showrooming	
  
•  Richardson	
  (2...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
  Street	
  Jewellers	
  –	
  
providing	
  a...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
With	
  Online	
  Prices	
  driving	
  margins	
  
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Brand	
  success	
  determined	
  by	
  having	
  
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
  Street	
  Jewellers	
  –	
  how	
  
can	
  ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
  Street	
  Jewellers	
  –	
  what	
  
can	
 ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
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  Jewellers	
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  when	
  
the	
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www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
  Street	
  Jewellers	
  –	
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every	...
www.dreamagility.com	
   Copyright	
  Dream	
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  2013	
  	
  
High	
  Street	
  Jewellers	
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every	...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Google	
  &	
  Review	
  Examples	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
  Street	
  Jewellers	
  –	
  what	
  can	
  ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Mobile	
  &	
  Apps:	
  what’s	
  
happening?	
  
•...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Mobile	
  :	
  we’re	
  s?ll	
  doing	
  it!	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Mobile	
  –	
  Google	
  Maps	
  are	
  
even	
  mo...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Social	
  as	
  most	
  people	
  think	
  of	
  it	
  ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Now	
  have	
  16000+likes	
  driving	
  CRM.	
  Th...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Conclusion	
  
•  Over	
  the	
  next	
  12	
  mont...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Recommenda?ons	
  
•  Brands	
  –	
  get	
  a	
  transa...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Benefits	
  of	
  Joining	
  Jewellers	
  Ark	
  
•  Mor...
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Everything you need to have in your online armoury - social, apps, web and mobile for the next 12 months using the jewellersark.co.uk case study

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This presentation is by Elizabeth Clark, Director of Dream Agility and Jewellers Ark performed to a packed workshop at IJL 2013 at Earls Court, London. Clark discusses how Google is driving prices ever lower in the jewellery industry and how independent jewellers must adapt. Furthermore Clark argues that consumers are more price knowledgeable than ever before due to Google PLA ads and more discriminating based on the wide availability of online review services, which once again are being promoted in Google Places, Google PPC listings, and using rich snippets. This has led to 45% of footfall engaging in 'show-rooming'. Finally, she highlights some excellent use of the Facebook API by Nigel O'Hara, an Irish Jeweller who now has over 16000 likes and shows how he achieved this.

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Everything you need to have in your online armoury - social, apps, web and mobile for the next 12 months using the jewellersark.co.uk case study

  1. 1. www.dreamagility.com   Copyright  Dream  Agility  2013   “Everything you need to have in your online armoury - social, apps, web and mobile for the next 12 months using the jewellersark.co.uk case study”. Presented by Elizabeth Clark Director Jewellers Ark and Dream Agility
  2. 2. www.dreamagility.com   Copyright  Dream  Agility  2013     Who  is  Dream  Agility?     •  Digital  Technologists  who  seamlessly  cross   technology  and  marke?ng     •  We  build  websites,  mobile  websites,  and   applica?ons  from  our  single  source   pla0orm  for  the  benefit  of  marketers  not   IT  guys.     •  We  built  jewellersark.co.uk  and  manage   all  itsa  online  marke?ng.  
  3. 3. www.dreamagility.com   Copyright  Dream  Agility  2013     Who  is  JewellersArk.co.uk?  
  4. 4. www.dreamagility.com   Copyright  Dream  Agility  2013     Who  is  JewellersArk.co.uk?   •  Formed  by  a  number  of  independent   High  Street  Jewellers  from  all  across   England  with  Dream  Agility  in  Dec  ‘12.     •  Offers  consumers  highly  compe??ve   prices  BUT  with  high  quality   independent  service   •  Customers  can  order  online  from  home   or  whilst  in  our  members  stores.     •  Customers  can  order  offline  in  member   stores.    
  5. 5. www.dreamagility.com   Copyright  Dream  Agility  2013     Off  to  a  great  start…    
  6. 6. www.dreamagility.com   Copyright  Dream  Agility  2013     What  we’ll  be  covering….   •  Online  armoury  –  customer   behaviour  and  how  it  has  changed   even  in  the  last  12  months.   •  Web   •  Mobile  &  Apps   •  Social  
  7. 7. www.dreamagility.com   Copyright  Dream  Agility  2013     Pricing  &  Showrooming   •  Thanks  to  Google  &  Amazon,  consumers   are  more  price  knowledgable  than  ever.      
  8. 8. www.dreamagility.com   Copyright  Dream  Agility  2013     Pricing  &  Showrooming   •  Richardson  (2013)  ‘45%  of  foocall  now   showrooming’!     •  ‘Showrooming’  customers  researching   offline,  then  going  online  to  find  the   cheapest  price.     •  Whether  online  and/or  offline  must   convince  customer  the  price  is  right  or   they’ll  ‘showroom’.  
  9. 9. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –   providing  a  free  service  for  no   sales   •  So  High  Street  Jewellers  carry  all  the  costs   –  rent  &  rates,  security,  insurance,  staff,   stock-­‐holding,  etc.     •  High  Street  Jewellers  are  not  paid  for  their   advice  nor  exper?se  by  the  consumer.     •  And  then  the  consumer  buys  the  item   from  a  faceless  online  portal  to  be   delivered  to  their  home  typically.    
  10. 10. www.dreamagility.com   Copyright  Dream  Agility  2013     With  Online  Prices  driving  margins   down  what  can  independents  do?   •  Join  buying  groups  –  Jewellers  Ark  has   formed  its  own  which  invites  applica?ons.   This  enables  independent  jewellers  to   compete  by  obtaining  lower  supplier   prices.     •  Repeat  business  –  get  the  sale  and  then   collect  customer  contact  informa?on  for   CRM.  Blue  Nile  25%   •  Drive  word  of  mouth.    
  11. 11. www.dreamagility.com   Copyright  Dream  Agility  2013     Brand  success  determined  by  having   own  transac?onal  website   •  “of  47  watch  and  jewellery  brands   examined  by  L2  in  the  Digital  IQ  index  last   October,  less  than  50  per  cent  are   ecommerce  enabled.  Paton  (2013)   •   In  contrast,  luxury  brands  with   transacJonal  websites  register  nearly   +50%  YoY  growth  vs.  those  without,  and   see  more  than  1.5  Jmes  as  many  Google   searches  as  brands  who  have  yet  to  sell   online.      
  12. 12. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  how   can  they  best  u?lize  the  web?   •  20%  of  Google  searches  have  ‘local   intent’  (Google  2012).   •  This  is  essen?ally  where  the  bread  and  buier   of  High  St  marke?ng  –  Yellow  Pages  and   Classifieds  in  Local  Press  has  essen?ally  been   replaced  by  Google  Maps.     •  Therefore  focus  ini?ally  on  appearing  for   local  searches  in  your  area.  
  13. 13. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  what   can  they  do  on  the  web?   •  Get  a  great  lis?ng  on  Google  Maps   •  You  don’t  even  need  a  website,  but  it  helps.      
  14. 14. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  when   the  customer  is  ‘showrooming’   •  If  they  are  going  to  leave  the  store………   •  When  selling  brands  and  the  consumer  is  not   being  closed,  show  them  your  price  is   compe??ve:   •  Have  an  iPad  instore,  show  the  price  online   vs.  your  price  &  price  match  if  required.     •  Then  get  them  to  leave  you  a  Google  /   Facebook  Review  on  your  iPad  –  why?  
  15. 15. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  turn   every  sale  into  more  sales?   •  Online  Reviews  are  king  –  Trip  Advisor   Channel  4  documentary?  Gordon  Ramsey?   •  Just  a  1star  increase  in  Yelp  Review  Ra?ngs   for  independent  restaurants  =  5-­‐9%   increased  revenue  (Luca  2010).     •  Bolton  (2011)  –  70%  of  Ebay  users  leave   reviews  –  consumers  like  leaving  reviews!  
  16. 16. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  turn   every  sale  into  more  sales?   •  Gaur  (2011)  Reviews  are  “  high  uJlity  where   enJJes  are  long  lived,  feedback  captured  and   distributed,  and  past  feedback/experience   guides  buyer  decisions”.     •  “A  large  number  of  independent  reviews  with   high  raJngs  give  consumer  confidence  to   oUen  unknown  online  ‘brands’”.      
  17. 17. www.dreamagility.com   Copyright  Dream  Agility  2013     Google  &  Review  Examples  
  18. 18. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  what  can  they   do  about  the  web  when  they  don’t   have  that  product?   •  Websites  have  unlimited  stock  range  due  to  virtual   store  space.  Amazon  have  over  100  ?mes  the   number  of  products  available  than  Walmart   worldwide  (own  Asda  in  the  UK)!!!!!!   •  Become  an  affiliate  of  a  large  online  supplier  and   order  through  them  for  a  kick-­‐back.     •  High  St  Jewellery  members  of  Jewellers  Ark  use   their  iPad  to  order  from  jewellersark.co.uk.  A   unique  code  to  that  jeweller  records  the  sale  as   coming  from  them  and  they  receive  a  %  of  the  sale.    
  19. 19. www.dreamagility.com   Copyright  Dream  Agility  2013     Mobile  &  Apps:  what’s   happening?   •  Can  anyone  tell  me  what  happened  to   Goldsmith’s  App?   •  Many  find  web  commerce  tough  enough.     •  Mobile  is  huge  but  some  firms  find  it   challenging  –  iOS,  mul?ple  different  handsets   &  screensizes  on  Google  Android.     •  Mobile  updates  to  support.  A  number  of  very   large  retailers  have  abandoned  both.    
  20. 20. www.dreamagility.com   Copyright  Dream  Agility  2013     Mobile  :  we’re  s?ll  doing  it!  
  21. 21. www.dreamagility.com   Copyright  Dream  Agility  2013     Mobile  –  Google  Maps  are   even  more  important   •  Google  knows  exactly  where  you  are  for  a   start  so  even  if  you  just  search  ‘jewellers’,  the   map  appears.  
  22. 22. www.dreamagility.com   Copyright  Dream  Agility  2013   Social  as  most  people  think  of  it   doesn’t  shir  products  –  its  a  myth,   but   •  Nigel  O’Hara  offers  £1  off  1st  purchase  IF  you   Facebook  Like  his  website  
  23. 23. www.dreamagility.com   Copyright  Dream  Agility  2013     Now  have  16000+likes  driving  CRM.  Then   send  follow  up  FB  promo?onal  offers   direct  to  users  
  24. 24. www.dreamagility.com   Copyright  Dream  Agility  2013     Conclusion   •  Over  the  next  12  months,  brand  prices  will   con?nue  to  fall  driven  by  the  web  &  mobile.   •  Safety  in  numbers!    
  25. 25. www.dreamagility.com   Copyright  Dream  Agility  2013   Recommenda?ons   •  Brands  –  get  a  transac?onal  website!!!!!   •  High  St  Jewellers     -­‐  Get  listed  on  Google  maps  even  if  you  don’t   have  a  website     –  join  buying  groups  to  drive  supplier  prices   down   -­‐  Turn  more  volume  at  lower  prices   -­‐  Make  a  sale  then  get  an  online  review   -­‐  Become  an  offline  affiliate  for  online  web   stores  
  26. 26. www.dreamagility.com   Copyright  Dream  Agility  2013   Benefits  of  Joining  Jewellers  Ark   •  More  Orders     •  Bulk-­‐buying  discounts     •  Foocall  into  store  to  collect  orders   •  Access  to  new  suppliers  and  brands  not  previously  available  to  you   •  Commission  on  sales  placed  via  the  Jewellers  Ark   •  A  free  lis?ng  on  the  Jewellers  Ark  website   •  The  opportunity  to  u?lize  a  Jewellers  Ark  powered  website  under  your   own  branded  domain  OR  a  JewellersArk.co.uk  online  store.     •  The  possibility  of  using  the  Jewellers  Ark  brand,  subject  to  membership   level     •  Training  in;  social  media  and  CRM  (customer  rela?onship  management.),   an?-­‐showrooming,  nego?a?on  skills   •  Industry  insights  and  latest  online  trends  

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