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Find a full strategic Launch Plan for High End Jewellery Retailers - …

Find a full strategic Launch Plan for High End Jewellery Retailers -

This was the final thesis/assignment as part of the 2013 University of Toronto E-commerce & E-mobile curriculum.

The mandate was to develop a full business plan for an existing High end Jewellery retailer named Bandiera, (with 2 stores in Toronto, Ontario Canada). The plan had to assess and determine how they could expand sales and brand by leveraging the ecommerce & digital channels. The plan includes full strategic analysis, SWOT, porter 5 forces and waterfall strategic decisions. As well as the Brand Architecture.

Find high end ecommerce sales market estimates incude sales for a broad competitive range including Tiffany, Blue Niles, Amazon, Ebay and more.

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  • 1. Business Plan Foundation's of E-business/E-commerce Presented to Ken Wong & Bandiera Jewellers July, 28, 2013 Max Tremblay
  • 2. Table of Content (1) •  Executive summary …………………………………………………………………………………. •  3 Internal & External Situation analysis – 6 C’s –  Category ……………………………………………………………………………………… 4-6 –  Channel ………………………………………………………………………………………. 7-9 –  Competititors …………………………………………………………………………………. 10-13 –  Commerce …………………………………………………………………………………… –  Consumer ……………………………………………………………………………………. –  Company ……………………………………………………………………………………… 19-20 14-15 16-18 •  SWOT ………………………………………………………………………………………………….. 21 •  Waterfall Business Selection ………………………………………………………………….. 22 •  High Level Objectives & Strategies ………………………………………………………….. •  Marketing Plan & Tactics ………………………………………………………………….. 25-30 •  End notes & References ………………………………………………………………….. 31-35 •  Appendices …………………………………………………………………………………….….. 36-52 •  Competitive Analysis ………………………………………………………………….. 37-47 •  Market Information …………………………………………………………….. 48-51 Note: The plan framework is a hybrid combination of 4 key sources: I.  Dave Chaffey’s Ebusiness & Ecommerce Management Book, p 439-440 & p278 (1) (2), II.  Consumer Packaged Goods Business Planning (3), III.  Online Dynamic Planning (4) IV.  Ken Wong, Foundations of E-Business, Week 11 powerpoint presentation (5)" 24 2"
  • 3. Executive Summary The"purpose"of"the"plan"is"to"provide"an"overview,"opportunity"assessment"and"recommended"strategies"&"tac:cs"for"Bandiera"Jewellers"to" drive"sustainable"revenue"and"profit"growth."I"believe,"this"document"will"s:mulate"new"ideas,"that"will"reAinvigorate"Bandiera’s"long"term" brand/business"health,"while"ensuring"to"maximize"short"term"retail"traffic"&"sales."" This"plan"recommends" 1.  Inves(ng*online,*by*fully*leveraging*this*channel*to*expand*digital*show*rooming,*store*traffic*and*new*ecommerce*offering.** a.  Redesign"the"website"to"deliver"a"strong""shopping"and"research"experience,"that"will"generate"leads"and"sales" b.  Launch"new"ecommerce"&"wish"list"func:onality."Start"the"product"offering"with"Bandiera’s"own"custom"diamond"jewellery"line,"and"extend"selling" products"from"brands"that"are"already"selling"directly"online"in"Canada"(Yuman,"Hermes,"Gucci)" c.  Develop"exci:ng"new"product"focused"digital"content"that"can"be"used"across"all"devices"(PC/mobile),"touch"points"&"social"media"plaTorms" 2.  Build*brand*awareness*&*affinity*with*core*target*via*tradi(onal*medium*and*social*media.* a.  Leverage"the"exclusive"brand/product"news"to"share"Bandiera’s"growing"line"of"exclusive"high"end"jewellery"offerings."" b.  Delight"&"engage"our"core"target"of"MEN"35"yrs+,"highly"affluent"status"seeking"($100K/year)"Torontonians,"who"look"for"rare"&"exclusive"jewellery." They"enjoy"the"very"best"that"life"can"offer"and"styles"that"are"elegant,"not"flashy"but":meless."" 3.  Drive*ultra*local*retail*&*online*traffic*via*LBS,*Mobile*and*targeted*medium" 4.  Build*a*CRM*strategy*to*build*a*robust*customer*rela(onships*with*loyal,*new*and*dormant*customers.*This*will*lead*into*the* development*of*new*content*that*can*be*used*across*plaKorms,*including*Own*site,*Social*Network*and*newsleOer.** Risks*&*Ra(onale* • Capitalize"on"the"robust"sales"growth"of"jewellery"products"at"retail"(CAGR"+14%"A"2008A12)"(6)*(7)*,and"the"emergence"of"online"players"now" accoun:ng"for"~5%"of"sales"growing"+30%"YOY"(8)*(9)* • Align"the"business"with"Canadians"ac:ve"researching"and"shopping"for"Jewellery"goods"online"(36%"claim"to"use"the"web)."(10)" • Eventual"entry"of"major"high"end"jewellery"brands"to"sell"directly"to"consumers"via"online"or"through"bou:ques."Brands"have"increased"their" marke:ng"and"customer"loyalty"programs"to"ensure"bejer"connec:ons"and"communica:on."(11)"(12)" • We"acknowledges"the"risks"with"shipments,"payment"and"insurance"with"jewellery."However,"there"are"enough"processes"that"exists"in" market"to"mi:gate"the"risks." 3"
  • 4. Situa(on*Analysis*–*Category** Although"smaller"compared"to"other"retail"segments,"specialty"jewellery"retail"stores,"have" experienced"robust"+14%"growth"over"the"last"5"years,"growing"3.5%"in"2012"VYA."(7)" Canadian*Retail*Channel*Sales*Growth*2008Z2012** Source"–"Sta:s:cs"Canada"Table"080A0020,"“Retail'Sales,'by'industry'(Annually)'–'Jewellery,'luggage'&'leather'goods'stores'“,'(Canada:"2008"to"2012)," hjp://www.statcan.gc.ca/tablesAtableaux/sumAsom/l01/cst01/trad15aAeng.htm"" 4"
  • 5. Situa(on*Analysis*–*Category** Although"small,"specialty"jewellery"retail"stores,"have"experienced"robust"+14%" growth"over"the"last"5"years,"growing"3.5%"in"2012"VYA." Online*vs*Retail*Sales*Market*Sizing*Es(mate*2012** Sources"–"High"Level"rough"es:mate"based"on"mul:ple"sources"including,"Sta:s:cs"Canada"(6),na:onaljewellers.com(8),"Highbeam.com"(9)," internetreailer.com"(13"&"14),"my"solitaire.com"(15),"annual"reports"from"Signet"Corpora:on"(16),""Zales"Corpora:on"(17),"Tiffany"(18),"Blue"Nile"(19)," Ebay"(20)"&"Amazon"(21),"and"ar:cles"from"Forrester"research"(22)"and"the"globeandmailc.om"(23)" 5"
  • 6. Situation Analysis – Category Insights Strategic Implications Opportunities for Bandiera Canadian retail sales of Jewellery exceeds $2.9 Biilion/year (6), experiencing strong +9% growth Canadian consumers continue to actively use retail point of sales to Capitalize on the high level of interest & search activities to YOY in 2013 (7), and one of the strongest organic fulfill their needs for Jewellery drive foot traffic Brick & Mortar sales remain dominant representing ~95%+ of sales. In 2012, US retailer Signet Although online % sales is small, it is rapidly growing as consumers Suppliers limit retailers ability to sell online, however expand Jewelers reported that ecommerce sales expand it use for research, and “show rooming” & expertise in represented a small 3-4% of revenue, but are growing rapidly +48% & 20% in the US and UK confidence grow in buying. the product offered. Explore diamond jewellery. Luxury Jewellery makers /suppliers, will progressively move to sell directly to consumers, Retailers must be in a ready state to start ecommerce, and build stronger Expand website functionality, content and product visibility especially watches (11) (12) (13) 1-to-1 customer relationships Keep traffic onsite. Explore CRM +14% growth from 2008-2012 respectively. (16) For Tiffany, ecommerce accounts for 6% of sales (13) & lead generation opportunities Continued Jewellery sales growth is expected tracing to the increasing number of working women and Opportunities for retailers to use diamond as a way to build own Enter the own line of custom diamond Jewellery, that could subsequently wages, driving their need for more brand design and craftsmanship help drive leads via wish list or custom Jewellery design (16) (26) ecommerce sales 6"
  • 7. Situa(on*Analysis*–*Channel*Z*Luxury*Jewellery*Segmenta(on* The"dominant"sales"channel"remains"retail"for"Luxury"Jewellery,"however,"it"is"cri:cal"to"have"a"strong"online"presence,"with" deep"product"informa:on"to"gain"authority,"drive"store"traffic"and"selec:on"regardless"of"price."Ecommerce"will"only"grow" as"consumers"become"more"comfortable"and"trust"the"channel." Service*and*Product*Trial* High"Touch" Bricks"&"Mortar" Must"see/try"and"op:mize" secure"transac:on" Branded"Necklace" Bricks"&"Clicks" Research"online"must"try"before"purchase" Engagement"rings" Moderate" Diamond" EAcommerce" Shopping"can"be" completed"online" Tiffany"Rings" Ulysse"Nardin"Watches" Rolex"watches"" Store"Brand"Necklace" Tag"Heuer"watches" Low"Touch" Affordable"(<$1.5K)" Luxury"$1.5A15K" Jewellery*Segmenta(on*** High"End"Luxury"$15k+"" Source"–"Interview"with"Giorgio"Bandiera"at"Yorkville"Store"on"July"18,"2013"(24),"Chaffey,"Dave,"EABusiness"&"EACommerce"Management,"5th" Edi:on,"2011,"SWOT"Analysis,"UK,"p"278"(25),"Pandora"Jewellery"Retailer"website"consumer"segmenta:on"(26)"" 7"
  • 8. Situa(on*Analysis:*Channel*Z*Porter’s*5*Market*forces*(27)*** Customers*Powers:** • Greater"use"of"online"to"conduct"research"(10)" • Introduc:on"of"online"intermediaries"(ebay,"amazon)"(11)"(12)" • Increasing"confidence"in"buying"high":cket"goods"online"" • Visit"a"store"to"touch/feel"Jewellery,"then"buy"online"(12)" Suppliers:* Subs(tutes:* • Tight"distribu:on"control,"not"allowing" • Increased"demand"for"custom"diamond" retailers"to"sell"online"(24)"(12)" Jewellery"(26)" • Insurance,"Security"&"shipping"(24)"(12)" • Supplier"owns"deeper"customer"experience" Bandiera’s"website"drive"to"supplier"site" • Aver"market"preAowned"Jewellery"" • Limited"retailer"support"(24)" • Other"luxury"goods"(cars,"clothing,"an:ques)"" Compe(tors:* • Supplier"brands"to"launch"own"stores"(12)"(11)" • Offer"online"purchase"&"pick"up"inAstore"(16)"(13)"(18)" • Tiffany,"Birks"have"strong"control"of"own"custom"designed" Jewellery"brands"(28)"(29)" High"Impact" Moderate"Impact" • Online"retailers"ability"to"offer"unlimited" number"of"designs"(11)" New*Entrants:* • Suppliers"brands"start"selling"directly"online"(40A54)" • U.S."Bricks"retailers"selling"online"(via"EABay)"(38)" • Aver"market"TransAna:onal"Jewellery"ecommerce"players" Ebay,"Amazon,"Blue"Nile"and"more"(29)" No"Impact" Source"–"Chaffey,"Dave,"EABusiness"&"EACommerce"Management,"5th"Edi:on,"2011,"SWOT"Analysis,"UK,"p257A260"(27)"" 8"
  • 9. Situation Analysis – Channel Insights Strategic Implications Opportunities for Bandiera Consumer Powers: For high end jewellery, a high % of Canadians 36% (10) use online to Consumers confidence in buying high end jewellery online is growing, forcing more Develop an online “readiness” plan that include a) new site research, who can visit a store to touch/try the brands/suppliers to sell online. 2) ecommerce for 1-2 product lines jewellery, then buy online. 3) lead generation/email Suppliers Powers: Are defending vs online via increase marketing spend, social media Small independent retailers must adapt to balance how to 1) represent supplier Partner with 1-2 high end suppliers (Watches) to sell online, some or support (12) & events to get closer to brands, 2) own the customer relationship all of the product offering. consumers. They are enforcing strict rules of “no online sales” for its retail partners. (24) 3) defend against online. Competitors: Suppliers will start opening own storefront (Hermes). Tiffany, Birks and Local retailers must use local listing, location based services and smart social Start web redesign and expand social media content presence on large retail chains, have strong “Store Brands” media content development to maximize Google+, youtube, Foursquare, loyalty & can maximize Brick & Clicks sales (Buy online, pick up in store). (40) (31) (32) search ability, service and product lines. Yelp. Develop the content once but can be duplicated across platforms. New Entrants: Emergence of pure click Blue Nile, Amazon & Ebay. Driven by the US Monitor the impact of sales on high end watches and propose new online business Work together with suppliers brands on hybrid Brick & clicks retailers who populates & leverage both model with Suppliers. Explore building own ecommerce offering where platforms to sell into Canada. Suppliers could start selling online. (38) (39) brand design and craftsmanship consumer can buy online but pick up the product instore. Substitutes: Consumers can research, find Retailers may decide if they want or not Develop own store brands of and purchase pre-own or new in the box high enter the pre-own business, so they can jewellery to consumer direct. 9"
  • 10. Situa(on*Analysis*–*Compe(tors*Benchmarking*(28*to*39)* Sales* Bandiera*Jewellers*(30)* Tiffany*(31)* N/A" WW"$3.6"Billion"(+6%)/N.A" 1.3Bill" No" 6%"of"total"(+14%"YOY)" Jewellery"is"art."It"is"about"skilled"Horizontally"integrated"full" cravsmanship,"ajen:on"to" service"ultra"high"end"jewelry" detail"and"elegance."Our" brand"and"retail"stores" reputa:on"is"built"on"quality" service" Birks*(32)* $292"million"(A3%)" Spence*Diamond*(33)*(34)* N/A" Watch*Finder*(35)* N/A" Yes"not"available" Yes"" Unique"offering"with"3200"ring" Buy"and"sell"Gold," designs,"they"offer"glass"&"brass,"Diamond,"Jewelers"and" which"are"prototype"in"an"open" branded"watches"in" case"for"public"to"try,"who" Toronto,"Canada"at"reliable" thenwill""custom"fit"and" prices." manufacture." 2"in"Toronto" 12"in"Canada/"3"in"Toronto" 32"in"Canada" In"Canada"7/Toronto"3"" #*stores* In"Toronto"2" Yes"A>"Shopping"Bag"A"Free" Yes"A"My"Blue"Box" Yes"A"Shopping"Cart" ecommerce* No" Yes"A"Use"autodealer"back" Shipping"for"orders"$175" enabled* end" Yes" Yes" Yes" *Web*Site* Yes* Yes" No" Yes" Yes" Yes"A"Customize"Page" Wish*List** No" M Target*Market** /W"A"35+,"affluent"with"a"house"Youthful"&"ac:ve"25A45"yrs"old" Women"25A54,"conserva:ve" Men"25A54"A"urban"young"male" MEN"25A54,"targe:ng" and"cojage,"proud"and"have"a" women,who"enjoy"the"good" affluent,"loves"special" who"know"nothing"about"jewelry"internet"savvy"Toronto" taste"for"classic"style,"that"is"not" things"in"life"&"likes"to"show"it."" occasions"for"giving"but" and"diamond" based"buyers"(who"use"Kijiji" flashy"but":meless" prac:cal"in"her"offerings." or"Ebay)"who"are"shopping" for"deals" Merceded,"Audi"or"Infinity"G35"" Audi"A6"or"Lexus"5"Series" BMW"3"Series"or"Cadillac" Honda"Accord"or"Subaru" Volkswagen"or"pre"owned" Car*they* BMW"5"" would*drive* Out"of"Home" Out"of"Home" Radio"&"Print"&"Out"of"Home" Offline*Media* Print"&"OOH" Print" No" PPC/Ad"Display" PPC/Ad"Display" None" PPC/Ad"Display" Online* %*of*ecom* Business* Model* N/A" Horizontally"integrated"full" service"jewelry"store" Social*Media* Facebook" Facebook* Downstream"experiience"A"Use" Downstream"experiience"A" Has"no"social"media"presence" similar"content"across"all" Use"similar"content"across"all" plaTorm" plaTorm" "" yes"A"552K"followers"(World" YesA>"3944"followers" No" Wide)" @birksjewellers" Yes"A>"435likes"A"10"discussions" Yes"A"4.3Million/151K"talking" Y"A"52K"likes"/"1500"talking" Not"ac:ve" Pinterest* No" Y"A>"290"Pins"&"29"Boards" Foursquare* No" Yorkville"Store"A>1.2K"Check"ins"151"Check"in" 7.3/10" Yes" Yes" TwiOer* email*sign*up* No" Mobile* No" No" Y"A>"1621"Pins"&"41"Boards" Yes" No" No" No" Yes"A"Ring"Size,"Store"Finder" Twijer" 12,00"followers" No" No" No" "" "" 10"
  • 11. Situa(on*Analysis*–*Compe(tors* "" Sales* N/A" Watch*It*(36)* Blue*Nile*(37)* EBAY*(38)* Amazon.com*(39)* Gross"Sales"%"$175Billion/$1Billion" Gross"Sales"$61Billion/$1Billion" Jewellery" Jewellery" 100%"100%/Jewellery"is"1A3%"of"sales" 100%/Jewellery+Apparel"~8%"of" %*of*ecommerce* Yes" sales" Sells"own"custom"design"diamond" Open"market"50/50"mix"of"retailers" Sell"branded"and"own"label"jewellery" Business*Model* :"is"the"premium"specialty" watch,"sunglass"&"accessory" jewellery,"and"apply"saving"via" &"individual"selling"high"end" items."There"is"an"open"marketplace" bou:que"that's"changing"the" ver:cal"integra:on."Offer"design" jewellery,"diamond"engagement," for"retailers"to"sell"their"own"brands"" face"of":me"Offer"products"that" your"own"jewellery" own"brands"custom"jewellery" " encompass"innova:ve"design" and"tech"advancement" 24"in"Canada/"10"in"Toronto" No" No" No" #*stores* Yes"with"Shopping"cart" Yes"with"Shopping"cart" Yes"" Yes"" ecommerce* enabled* Online*Web*Site* Yes" Yes" Wish*List** Target*Market** MEN"&"WOMEN,"18A34" targe:ng"first":me"buyer"up"&" coming,"but"budget"conscious" $400"million"+15%"YOY" Yes" Yes" Yes" Yes" Yes" Yes" Women"25A54,"internet"savvy" Internet"savvy"shoppers"looking"to" Internet"savvy"shoppers"looking"to" diamond"jewellery"enthusiast" buy"a"unique"jewellery"at"a"fair"price."" buy"a"unique"jewellery"at"a"fair"price."" looking"to"be"buy"diamond"jewellery" at"a"fair"price."" Volkswagen"or"Toyota" Volkswagen"or"Toyota" Volkswagen"or"Toyota" " " " Car*they*would* drive* Do"not"drive"a"car" Offline*Media* Online* Social*Media* Transit" None" Some"likes" No" PPC/Ad"Display/RTB" "" Events,"Print" PPC/Ad"Display/RTB" "" Free"Shipping" PPC/Ad"Display/RTB" "" TwiOer* Facebook* Pinterest* Foursquare* email*sign*up* Mobile* Yes" Yes" Yes" No" Yes" 7697"followers" 455K"likes" 48,000"followers" No" Yes" YES" Yes" "" No" Yes" YES" Yes" "" No" Yes" Yes" Yes/Iphone,"Android/MAcommerce" Yes/Iphone,"Android/MAcommerce" Yes,"Kindle,"IOS,"Tablet,"Android" 11"
  • 12. Situa(on*Analysis*–*Compe(tors*Analysis*to*Value*Segmenta(on** Mul:na:onal"Brick"&"Mortar"retailers"and"online"ecommerce"sites"competes"in"both"mid"to" high"end"luxury"segments,"with"fully"func:onal"product"sites."This"empowers"consumers"to" research"&"shop,"then"visi:ng"a"store"to"touch,"feel"and"try"on"the"jewellery."" Service*and*Product*Trial* High"Touch" Bricks"&"Mortar" InAstore"Service" Bricks"&"Clicks" Merchandise"online."Sells"in"store" Moderate" Low"Touch" Affordable"(<$1.5K)" EAcommerce" Sell"Online" Luxury"$1.5A15K" Consumer*Value*Segmenta(on*** High"End"Luxury"$15k+"" Source"–"Pandora,"Site"Consumer"segmenta:on"(26),"Chaffey,"Dave,"EABusiness"&"EACommerce"Management"p.278"(25)"" 12"
  • 13. Situation Analysis – Competitors Insights Strategic Implications Opportunities for Bandiera National Brick & Mortar chains, Tiffany & Birks have extensive/product rich web sites Big retailers can leverage their scale to develop immersive online experience Leverage some of the immersive tactics to build a deeper connection including ecommerce functionality. (31) (32) to further develop a relationship with with existing customers on selected They leverage diamond & own custom Jewellery brands to drive sales. customers. product lines. Small-Mid size Brick & Mortar retailers such as Spence (32) & Watch It (36) can combine Local retail jewelers can defend against large retailers by focusing their Develop plan and communication strategies that balances a strong local online & retail to sell directly to consumers, USP around a core competencies. reach to drive store traffic and some focusing on their core proposition. They use local media (Radio & Print) to drive store & Online is very effective in educating consumers on their jewellery offerings. of the rare to find/exclusive high end Jewellery Bandiera carries (i.e. Ulysse site traffic. Nardin, branded/custom diamond) Small after market high end retailers Watch Finders (35), leverages online to aggressively Online/Mobile web is a key part of explaining the brand value, providing Redesign the website to create a more product focus experience and sell, merchandise and educate their product deep insights into high end Jewellery opportunities to connect and drive to that pushes to their retail locations. & store unique offerings. the store. Pure e-commerce site E-bay (38) and Amazon (39) sell a wide variety of Jewellery, with little Increased pricing & distribution pressure, as Canadians become more As part of the new website design, launch an ecommerce site for to no issues with shipments, insurance and comfortable with using ecommerce to diamond Jewellery (custom) that can returns. US based brick & mortar stores are using Ebay as beachfront to sell into Canada buy high end luxury Jewellery from US retailers act as lead generation for the full product offering. See"appendix"for"visual"comparison"for"each"compe:tor" 13"
  • 14. Situa(on*Analysis*–*Commerce*Z*Top*10*US*online*Jewelers*(11)* Customer"reviews"of"the"top"10"US" online"jewelers,"provides"an" insighTul"look"at"how"brick"&" mortar,"brick"&"clicks"and"pure"click" compare"on"5"key"criteria's" including"Price,"Product"Selec:on," Service,"Shipping"&"Returns"&" Customer"service" " Tiffany"and"Blue"Nile"are"poten:al"" direct"compe:tors"to"Bandiera"in" the"high"end"luxury."Tiffany"use" online"as"brochure"ware." 14"
  • 15. Situation Analysis – Commerce (11) (29 to 39) Insights Strategic Implications Opportunities for Bandiera Product Selection: Online jewelers can offer a very wide selection (thousands) of items/designs. Online/ecommerce channel is limited by not being able to fully convey Expand web site offering (diamond) & increase product info on site to Online is a convenient and powerful research tool jewelries external visual qualities improve research and gain able to organize on taste, type, occasion, price. authority with visitors. Trial: Jewellery carries strong sentimental emotions, status building and attachment. It often Online/ecommerce channel limitations & cannot convey external Currently all detail product info & visual resides with supplier website. requires a live “high touch” experience, in which an visual qualities (brilliance, colour) or Opportunity exist for Bandiera to individual must touch & feel the Jewellery. However, you can try in-store, then buy online. physical attributes (weight, size and feel) improve show rooming. Security: Luxury Jewellery is subject to fraud for both from the seller & buyers. Online retailers have Determine level of risk involved by increasing online presence. Duplicate Test supply chain & distribution strategy with diamond and custom to provide transactional security, & require extra (if possible) Amazon’s insurance/ own Jewellery products personal information (SIN, Passport). (39) payment processes. Pricing: Online offers better pricing via (11) comparison and research. However, Jewellery In the case of High end luxury Jewellery, leverage the appeal of Gain loyalty via increased communication w/active customers. remains an expensive purchase requiring validation. having brand product exclusivity. Develop exclusive offers/events. Shipping & Returns: Flexible shipping and returns are crucial. Insurance on product shipments Similar to security adopt best in class shipping, returns and insurance. Provide no hassle return with 100% customer satisfaction and full is vital as well as ensuring that there will be refund. someone to provide a signature. (29) (39) 15"
  • 16. Situation Analysis – Consumers – % Canadian Shop online Jewellery"&"clothing"have"a"very"incidence"of"online"research,"as"36%"of"Canadians"(10)"claim" to"shop"online."Online"is"especially"popular"with"the"younger"and"affluent"24A44"yrs"age" groups." 2010*Canadian*Internet*use*to*order*goods/services*–*Adults*16yrs*+* Drugs" 3.1" 6.9" Home"Improvements" Food"or"Beverages" 10.8" Sports" 11" 12" Housewares" 12.2" Health"&"Beauty" Giv"Cards" 14.7" Computer" 15.1" Photographic"Svcs" 15.6" Other"Goods" 15.7" 18.6" Toys"&"Games" 20.1" DVD" Consumer"Electronics" 22.4" Sovware" 23.2" Music" 29.5" 32.2" Memberships" Jewellery,"Clothing" 36.3" 40.2" Books,"Mag,"Newspapers" Tickets" 47.7" 55" Travel" 0" 10" 20" 30" 40" 50" Source:"Stats"Can"2010A2013"Internet"shoppers"include"individuals"who"used"the"Internet"to"order"goods"or"services"for"personal"or"household"use"in" the"past"twelve"months"from"any"loca:on."Orders"may"or"may"not"have"been"paid"for"over"the"Internet."Excludes"orders"for"a"business." 60" 16"
  • 17. Situation Analysis – Consumers – Bandiera’s Income*by*CMA* Opportunities exist for Bandiera to target similar profile high end Jewellery buyers by in local GTA arean (58). Further, they can drive store & online traffic via improved SEO ranking, reputation, mobile browsing and social." Bandiera’s Demo profile in"Woodbridge" Bandiera’s Demo profile in"Yorkville" Source"–"Globalnews.com,"“Income"by"postal"code:"Mapping"Canada’s"richest"&"poorest"neighbourhoods”,"(Canada" hjp://globalnews.ca/news/370804/incomeAbyApostalAcode/""" 17"
  • 18. Situation Analysis – Consumers Insights Strategic Implications Bandiera Opportunities More than 36% of Canadians aged 16 yrs+, use online to research and shop for Jewellery Leverage online shopping to drive to information and product rich site, that Capitalize on trend to build a richer website with more pics & product Luxury goods in 2010. It is one of top 5 most will establish authority and drive leads, info, minimizing traffic flow to active categories with 16-25 & 25-44 consumers. (10) purchase & store traffic supplier site, & own the relationship. Research on local merchant listing sites, Google Maps and LBS apps, shows that very Opportunities exist for high end Jewelers to drive local GTA/Ontario (58) store & Bandiera should claim local listings and mobile LBS sites with content few jewellery retailers take advantage of online traffic, improve SEO ranking, update & information on claiming/owning their space with content and information. (58) reputation, mobile browsing and social connections by adding content to listing/ Foursquare, Yelp, 411. maps/LBS sites Independent high end jewellery retailers select highly affluent locations in the GTA to Select highly targeted offline and online mediums that reach highly affluent Explore offline media targeting the ultra affluent (Cars, Island for sales). maximize foot traffic & sales. (58) potential customers in the GTA Test Real time bidding platform to drive site traffic Customer service and strong one-to-one relationships are critical to expand long term Imperative for high end jewellery retailers to collect customer information Leverage existing customer data to develop a CRM strategy. The goal sales growth. This can be leveraged to in order to nurture a long term are to increase share of wallet with communicate special offers or new product information. relationship. active customers, reactivate dormant and foster new leads 18"
  • 19. Situation Analysis – Company – (24) (57) Model*1*–*Current*–*Branded*Jewellery*&*Watches*(57)* Bandiera"model"is"rela:vely"simple,"as"suppliers"of"watches"and"Jewellery"sell"&"ship" directly"to"Bandiera"who"sells"at"retail"to"customers."(24)" Suppliers" Bandiera"Stores" Consumers" Model*2*–Evolving*Z*Diamond*&*Custom*Jewellery*(57)* As"discussed"in"our"interview"(24),"Bandiera"could"start"to"start"to"sell"online,"their"own" custom"diamond"Jewellery."The"objec:ves"would"be"to"1)"Drive"sales,"2)"Improve"online" product"merchandising"and"3)"Lead"genera:on"to"drive"inAstore"traffic."" Suppliers" Diamond" Wholesaler"" Stores" Ecommerce" Consumers" CRM" Model*3*–*Jewellery*suppliers*sell*directly*to*consumers*(57)* Branded"Jewellery"suppliers,"have"started"to"move"a"direct"to"consumer"offering,"and"pushing" online."Hermes"(47),"David"Yuman"(43)"and"Gucci"(46)"sell"directly"to"Canadians"online."(40)" 19"
  • 20. Situation Analysis – Company – Supplier Analysis (40) Bandiera"Jewellers"faces"direct"compe::on"from"manufacturer"brands"online"&"at"retail."Six"have"ecommerce"sites,"of" which"three"compete"in"Canada"(Yuman,"Gucci,"Hermes)."In"addi:on,"2A3"more"brands"are"tes:ng"ecommerce"via"wish"list."" Can"Bandiera"leverage"their"exclusive"rela:onships"with"5"high"end"suppliers"(Ulysse"Nardin,"Oris,"Parmagini)"(40)"(56)" Source"–"Online"research"–"Tremblay,"Max"(40)"&"Chaffey,"Dave"Model"EABusiness"&"EACommerce"Management,"p"332"TBD" 20"
  • 21. Situation Analysis – Company – SWOT (59) "" Bandiera’s*Jewellers*SWOT* "" Strengths’* Weaknesses* •  High"traffic"loca:on"in"key"young"&"highly" •  Suppliers"restric:ons"to"sell"online"(24)" affluent"demo"area"(Yorkville)"(58)""" •  Limited"brand"awareness"&"USP" •  Established"loyal"customer"base"" •  Suspect"to"have"older"skewing"customers" •  Have"the"exclusive"rights"to"sell"selected" high"end"brands"(jewellery"&"watches)"in" •  No"online,"with"minimal"web"site" func:onality."Push"to"supplier"brands" •  No"ecommerce"&"process"around"security" &"insurance"provisions" •  High"touch"1AtoA1"retail"customer"service" Threats'* Opportuni(es* GTA/Ontario"(40)"(52)" •  Jewellery"category"sales"growth"(retail" up"+14%"2008A12)"(6)" •  Expanding"usage/benefits"of"the"web"to" conduct"research"&"buy." •  Bandiera’s"access"to"digital"resource" Maximize*local*foot*traffic*by*building*ULTRA* Redesign*web*site*to*offer*full*product*visual* targeted*on/off*line*medium*that*finely* &*and*researching*experience.*Develop*full* reach*key*target*demo*of*highly*affluent* 3600*degree*visibility*and*contact*with* status*seeking*($100K/year)*Torontonians.* customers*with*product*update*newsleOer,* sign*ups*&*wish*list.* (tech/marke:ng"headcount)"(24)" •  Suppliers"mo:va:ons"to"expand"online" (40" •  Can"sell"own"diamond"jewellery"online" •  Online"retailers"(Ebay,"Blue"Nile)" •  High"end"Suppliers"brands"start"selling" online"–"6"are"already"online" Launch*eZcommerce*by*star(ng*to*offer* Leverage*customer*base*and*more*ac(vate* Bandiera’s*own*custom*jewellery*diamonds,* with*a*defined*CRM*strategy*that*will*** &*some*of*jewellery/watches*fro*the*3* a)  Foster*closer/deeper*rela(onships*with* exis(ng*customers.*Grow*share*of*wallet* •  US"retailers"ability"to"sell"offerings"online" suppliers*already*selling*online*in*Canada* (direct"or"eAbay)"in"Canada" b)  Generate*new*leads*to*nurture*into*sales* c)  Reconnect*with*dormant*customers* •  Undifferen:ated"Diamond"business" •  Lose"exclusivity"on"watch/Jewellery" Source"–"Chaffey,"Dave"Model"EABusiness"&"EACommerce"Management,"5th"Edi:on,"2011,"SWOT"Analysis,"p"254A256" 21"
  • 22. Bandiera*Jewellers*–*Key*Business*Strategic*Choices** What*are*our*goals* and*aspira(ons? * •  Overall Mission? •  Longer term financial targets •  Key Success metrics Where*will*we* play? * •  Functionality – Brochure ware or Ecommerce •  Lines of business? •  Geographies? •  Consumer segments? Mission:"Grow"LT"revenue"by" 20%"over"the"next"3"years"by" expanding"store"traffic"and" online"presence" How*will*we*win*in* chosen*markets? * •  •  •  •  •  What*resources* are*required*to* win? * Marketing strategies? Retail strategies? •  Supplier resources? Supplier strategies? Partnership/Acquisition strategies? •  Human resources? •  Financial resources? Timing/Sequencing? – Investment vs. Harvest? •  Technology Systems? Solidify"brand"with"affluent" GTA/Ontario"customers"via" exclusive"jewellery"brands"and" Drive"local"store"traffic"while" custom"jewellery"diamond" inves:ng"online"to"ensure"LT" Develop"a"technological" leads,"sales"growth"and" roadmap"to"be"ready"to" customer"loyalty" engage"in"ecommerce"and" ac:ve"CRM"" Sources"–"Hybrid"models"from"Monitor,"Strategic"Waterfall"choices"&"CPG"Strategic"Marke:ng"selec:on"–"Tremblay,"Max"&"Resnick," Dave""A"2002A2009"(5)" 22"
  • 23. Business*Objec(ves*&*Plans* 23"
  • 24. Business*Objec(ves* Business* Objec(ves* Drive"long"term"sustainable"revenue" Value* Proposi(on* Bandiera"Jewellers"will"ignite"affluent"35yrs+"Torontonians"passion"for" exclusive"high"end"watches"and"jewellery" Business* Plans* Expand*new*digital* show*rooming*and* ecommerce*offerings* Build*brand* awareness*&*affinity* with*core*target* Drive*ultra*local*retail* &*online*traffic* Build*deeper*consumer* rela(onships*and*leads* 1. Redesign*new*web*site*in* order*to*deliver* Business* Strategies* 1. Con:nue/expand"successful" print/OOH"campaign"for:"" 1. Claim,"develop"and"add"content" on"free"local"lis:ng"sites"for"both" desktop"&"mobile"apps."Develop" dis:nc:ve"engagement" strategies"for:" 1. Ini:ate"CRM"project"to"capitalize" on"store"&"online"sales" opportuni:es"via" a. "Increasing"visibility"and" loyalty"with"exis:ng"customers" for"repeat"purchases" b. Manage"new"customer"leads" from"sign"ups"/wish"list"to" poten:al"sales" c. Explore"loyalty"programs" d. "Segment"and"manage" customer"lifecycle" 2. Ac:vate"newslejer"&"email" campaigns"with"" a. Exis:ng"customers"for"repeat" visits/purchase" b. Abandoned"leads"on"ecom" c. "Dormant"customers" d. Conduct"pre/post"purchase" surveys 3. Use"experien:al"events"for"loyal" customers" a. Increase"user"engagement"via" rich"content" b. Create,"develop"and" repurpose"web"content"" c. Drive"revenue"via"ecommerce" on"selected"lines" d. Build"customer"loyalty" e. Use"responsive"web"design" for"mobile"LBS"ready" f.  Generate"leads"via"sign"ups."" 2. Maximize"search"engine" performance"via"SEO" a. Luxury"car/goods"magazine" (Mercedes,"Audi,"Masera:)" targe:ng"affluent"business"men" 25A54"with"$100K+/year." b. Test"in"flight"print"ad"in"domes:c" flights"(AC)"to"Toronto"(2X/year"in" holiday"season)" c. Use"in"Out"of"Home"billboards"to" drive"foot"traffic"(Yorkville)"" 2. Include/Test"special"ecom" offers"and"new"product" informa:on"to"drive"to"web"site" and"a"different"offer"for"store." 3. Explore"partnership"with"local" high"end"luxury"car"dealers" 4. "ReAengineer"Social"Media" strategy"around"events"to"" increase"content"&"ver:cal" distribu:on"on"more"plaTorms" a. "Yelp"–"Claim"retail"space"&"reAuse" SocMed"content."Test"targe:ng"to" users"in"CMA"income"90K+" b. Foursquare:"Claim"space"and" reuse"SocMed"content" c. 411/Yellow"Pages"–"Populate"key" store"informa:on" 2. Leverage"demographic"profiles" to"target"highly"affluent"CMA’a" (Income$90K+/year)"via"Mobile" &"other"mediums" 3. Develop"local"SEM/PPV" campaign"to"drive"KPI"like"sign" ups,"leads"&"transac:ons."" 4. Test"display"ads"on"Real"Time" Bidding"plaTorm"to"drive"to"web" site/store" " 24"
  • 25. Ac(on*Plan*Investment*&*Ra(onale–*Strategy*1*Z*Online* Strategy"1)"Expand"digital"show"rooming"and"new"ecommerce"offering" 25"
  • 26. Ac(on*Plan*Investment*&*Ra(onale–*Strategy*2*–*Build*Awareness* Strategy"2)"Build"Brand"Awareness"and"affinity"with"core"target"market" 26"
  • 27. Ac(on*Plan*Investment*&*Ra(onale–*Strategy*2*–*Build*Awareness* Strategy"2)"Build"Brand"Awareness"and"affinity"with"core"target"market" 27"
  • 28. Ac(on*Plan*Investment*&*Ra(onale–*Strategy*3*–*Local*Traffic* Strategy"3)"Drive*ultra*local*retail*&*online*traffic* 28"
  • 29. Ac(on*Plan*Investment*&*Ra(onale–*Strategy*4*–*Build*Awareness* Strategy"4)"Build*deeper*consumer*rela(onships*and*leads" 29"
  • 30. E-Business Strategies to push Site & Store Online Local Sites RTB SEO Email/ CRM Bandiera Web Site Print & OOH SEM Retail Stores Mobile PR Social Media Events
  • 31. End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper* 1.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"Limited," 2011),"p.439A440" 2.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"Limited," 2011),"p.391,"Figure"8.6"" 3.  Tremblay,"Max"and"Power,"Gary,"Consumer"Packaged"Goods"Business"Planning"6"C’s"Analysis,"Heinz"Canada,"(Canada;"2002A2005)" 4.  Tremblay,"Max"and"Resnick,"David,"Online"Dynamic"Ecommerce"Planning,"Tac:cs,"Ra:onale"&"Ac:on,"Workopolis,"(Canada:"2005A2009)" 5.  Wong"K.,"“Founda:on"of"eAcommerce"&"eAbusiness:"Week"5"–"Technology"Trends”,"(Por:o"Research""&"University"of"Toronto;"2013)," Powerpoint"week"11"slide"22" 6.  Canadian"of"Government,"Sta:s:cs"Canada"Table"080A0020,"“Retail'Sales,'by'industry'(Annually)'–'Jewellery,'luggage'&'leather'goods' stores'“,'(Canada:"2008"to"2012),"hjp://www.statcan.gc.ca/tablesAtableaux/sumAsom/l01/cst01/trad15aAeng.htm"(Accessed"July"3,"2013)" 7.  Canadian"of"Government,"Sta:s:cs"Canada"Table"080A0020,"“Retail'Sales,'by'industry'(monthly),'Jewellery,'luggage'&'leather'goods' stores'“,'(Canada:"May"2012"vs"2013),"hjp://www.statcan.gc.ca/tablesAtableaux/sumAsom/l01/cst01/trad42aAeng.htm"(accessed"July"3," 2013)" 8.  Gassman,"Ken,"2012"US"Jewellery"retail"industry"sales"es:mates,"Na:onal"Jeweler,.com,"“IDEX'online'research:'Jewellery'sales'hit'record”;" (US:"February"2013),"hjp://www.na:onaljeweler.com/nj/independents/a/~30283AIDEXAOnlineAResearchAJewelleryAsales,"accessed," (accessed"July"3,"2013)" 9.  US"Jewellery"Industry"revenue"es:mates,"Highbeam.com,"“Jewellery"StoresA"SIC"5944"–"Industry"Report”,"(US:"The"Gale"Group,"2013)," hjp://business.highbeam.com/industryAreports/retail/JewelleryAstores,"accessed"July"9,"2013)" 10.  Canadian"of"Government,"Sta:s:cs"Canada"Table"358A0157,"“Canadian'Internet'use'survey,'electronic'commerce,'electronic'orders'by'age' group'and'type'of'good'and'service,'occasional'(percent)'“,'(Canada:"2010)," hjp://www.statcan.gc.ca/pub/11A402Ax/2012000/chap/informa:on/tbl/tbl07Aeng.htm,"(Accessed"July"7,"2013)" 11.  2013"Best"Online"Jewellery"Website"Reviews"and"Comparisons,"toptenreviewed.com,"customer"survey"(US:"2013)," hjp://onlineAJewelleryAreview.toptenreviews.com/index.html,"(accessed"July"7,"2013)" 12.  Ariel,"Adam,"Forbes.com,"“Luxury"Good"must"sell"online”,"(US:"May,"23,"2013)" hjp://www.forbes.com/sites/arieladams/2013/05/23/luxuryAconsumersAvalueAproductsAnotAbuyingAexperiences/,"(accessed"July"16," 2013)" 31"
  • 32. End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper* 13. Moore,"Stefany,"internetretailer.com,"website,"“Larger"basket"size"drives"online"growth"for"Tiffany"&"Co.”,"(US;"march"26,"2013)," hjp://www.internetretailer.com/2013/03/26/largerAbasketAsizeAdrivesAonlineAgrowthA:ffanyAco,"accessed"(July"8,"2013)" 14. Trends"&"Data,"internetretailer.com,"website,"“Amazon.com"sales"by"Category”,"(US;"2013)," hjp://www.internetretailer.com/trends/eAretailers/,"accessed"(July"8,"2013)" 15. Luxeffect,"mysolitaireconcepts.com"(website),"“Fact"&"Figures"about"eAretail:"US"Online"Jewellery"Retail"Industry”,"(US:"2009)" hjp://www.mysolitaireconcepts.com/fact_figures.html"(accessed"July"9,"2013)" 16. Signet"Corp,"Annual"Report"&"Website"2013,"(US:"2013),"hjp://www.signetjewelers.com/sj/pages/opera:ons/brandAreviews/onlinesales," (accessed"July"14,"2013),"eAcommerce"contribu:on" 17. Zales"Corpora:on,"Website"Annual"Report"2012,"(US:2013)"hjp://www.zalecorp.com/PressRoomDetails.aspx?id=74"(accessed"July"15,"2013)" 18. Tiffany"&"Co,"Annual"Report"2012,"(US:"2013),"hjp://viewer.zmags.com/publica:on/2dc63066#/2dc63066/1,"(Accessed"July"10,"2013)" 19. Demarco,"Anthony,"Forbes.com,"website,"“Blue"Nile"online"jewellery"retailer,"annual"report"2012”,"(US,"Feb"12,"2013)" hjp://www.forbes.com/sites/anthonydemarco/2013/02/12/blueAnileAq4AsalesAupA21/,"accessed"(July"14,"2013)" 20. EABay"2012"Fiscal"year"financial"report," hjp://www.ebayinc.com/in_the_news/story/ebayAinc/ebayAincsAstrongAq4AandAfullAyearA2012Aresults"(accessed"2013)" 21. Amazon.com,"Online"Retailer,"Annual"report"2012"(US:"April"12,"2013)," hjp://phx.corporateAir.net/phoenix.zhtml?c=97664&p=irolAreportsannual,"(accessed"July"12,"2013)"" 22. Mulpuru,"Sucharita,"Forrester"Research,"for"Forbes.com,"website,"“Blue"Nile"online"jewellery"retailer,"annual"report"2012”,"(US,"March,"14," 2013)"hjp://www.forbes.com/sites/forrester/2013/03/14/usAonlineAretailAsalesAtoAreachA370bAbyA2017Ae191bAinAeurope/"(accessed"July" 12,"2013)" 23. Silcoff,"Sean,"theglobeandmail.com,"“What"keeps"online"retail"in"Canada"from"clicking”,"(Canada,"May,"12,"2012)" hjp://www.theglobeandmail.com/reportAonAbusiness/whatAkeepsAonlineAretailAinAcanadaAfromAclicking/ar:cle4178807/?page=all" (accessed"July"10)" 24. Tremblay,"Max,"Insights"excerpt"from"an"Interview"with"Giorgo"Bandiera,"conducted"July"18,"2013,"at"the"Bandiera"Jewellery"Store,"Yorkville" loca:on"(Canada,"2013)24" 25. Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"Limited," 2011),"p.278,"Figure"5.15"" 32"
  • 33. End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper* 26.  Pandora"Jewellery,"corporate"websites,"“High"End"Jewellery"Product"Segmenta:on”,"Pandora"Customer"Research"(Netherland,"2012),"" hjp://www.pandoragroup.com/en/AboutAPandora/Franchising/PandoraAFranchiseAConcept/Industry"(access"July"18,"2013)" 27.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on" Limited,"2011),"p.257A260,"Figure"5.5" 28.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on" Limited,"2011),"Compe::ve"Benchmarking"p.397,"Figure"8.9"" 29.  Tremblay,"Max,"Compe::ve"Benchmarking"Analysis,"“Review"of"data"&"informa:on"collected"for"each"compe:tors"online”,"(see"list"of" company"web"sites"below)" 30.  Bandiera"Jewellers,"website,"home"page"(Canada:"2013),"hjp://www.bandierajewellers.com/,"(accessed"July"17,"2013)" 31.  Tiffany"&"Co,"Corporate"Website,"(US:"2013)"hjp://www.:ffany.com/Customer/ShoppingBag.aspx?isMenu=1&hdr=1&,"(accessed"July" 13,"2013)" 32.  Birks"Jewellers,"Corporate"Website,"home"page,"(Canada,"2013)"hjp://www.birks.com/,"(accessed"July"13,"2013)" 33.  Spence"Diamond,"Corporate"Website,"home"page,"(Canada,"2013),"hjp://www.spencediamonds.com/,"(accessed"July"13,"2013)" 34.  Wikipedia,"Spence"Diamond,"(Canada/US:"2010)"hjp://en.wikipedia.org/wiki/Spence_Diamonds,"(accessed"July"13,"2013)" 35.  Watch"Finder"–"Luxury"watch"&"gold"jewellery"Toronto"retailers,"focus"on"new/preAowned,"(Canada,"2013)" hjp://watchfinder.ca/home1,"(accessed"July"16,"2013)" 36.  Watch"it!,"corporate"website,"(Canada"2013)"hjp://watchit.ca/companyAnews,"(accessed"July"16,"2013)" 37.  Blue"Nile,"website,"home"page"(US:"2013),"hjp://www.bluenile.com"(accessed"July"17,"2013)" 38.  Ebay"website,"jewellery"category,"(Canada,"2013),"hjp://www.ebay.ca/sch/JewelleryAWatchesA/281/i.html"(accessed"July"17,"2013)" 39.  Amazon.ca,"website,"jewellery"category,"(Canada,"2013)" hjp://www.amazon.ca/s/ref=sr_nr_n_21?rh=n%3A5787354011%2Ck%3Adiamond+jewelry&keywords=diamond +jewelry&ie=UTF8&qid=1374951651&rnid=5264023011,"(accessed"July"17,"2013)" 40.  Tremblay,"Max,"Bandiera"Jewllers"Supplier"Benchmarking"Analysis,"“Review"of"data"&"informa:on"collected"for"each"of"main"Jewellery" Brands"carried"by"Bandiera"done"online”,"(see"list"of"company"web"sites"below" 33"
  • 34. End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper* 41.  Bulgari,"corporate"website,"jp://us.bulgari.com,"(accessed"July"24,"2013)" 42.  Channel,"corporate"website,"www.chanel.com,"accessed"July"24,"2013)" 43.  David"Yuman,"corporate"website,"www.davidyurman.com/shoponline,"(accessed"July"24,"2013)" 44.  Movado"ESQ,"corporate"website,"www.movado.com/esqAmovado.html",(accessed"July"24,"2013)" 45.  Graham"London,"corporate"website,"www.graham1695.com/enAgb/home.aspx"(accessed"July"24,"2013)" 46.  Gucci,"corporate"website,"www.gucci.com/caAen/storelocator,"(accessed"July"24,"2013)" 47.  Hermes,"corporate"website,"hjp://canadaAen.hermes.com/checkout/cart/,"(accessed"July"24,"2013)" 48.  MontABlanc,"corporate"website,"www.montblanc.com/en/flash/default.aspx?sc_lang=en#/customerAservice,"(accessed"July"24,"2013)" 49.  Movado,"corporate"website,"www.movado.com/"(accessed"July"24,"2013)" 50.  Oris,"corporate"website,"hjp://www.oris.ch/en/,"(accessed"July"24,"2013)" 51.  ParmigianiAFleurie,"corporate"website,"www.parmigiani.ch/,"(accessed"July"24,"2013)" 52.  Ulysse"Nardin,"corporate"website,"hjp://www.ulysseAnardin.com/,"(accessed"July"24,"2013)" 53.  Victorinox,"corporate"website,"hjp://www.victorinox.com/ca,"(accessed"July"24,"2013)" 54.  Zenith,"corporate"website,"hjp://www.zenithAwatches.com/en_en/shoplocator.html,"(accessed"July"24,"2013)" 55.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on" Limited,"2011),"Supplier"Analysis"p.332,"Figure"6.10" 56.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on" Limited,"2011),"Supplier"Analysis"p.332,"Figure"6.1" 57.  Wong"K.,"“Founda:on"of"eAcommerce"&"eAbusiness:"Week"4"–"Disintermedia:on"&"Business"Model”,"(University"of"Toronto;"2013)," Powerpoint"slide"16" 58.  Cain,"Patrick,"Globalnews.com,"“Income"by"postal"code:"Mapping"Canada’s"richest"&"poorest"neighbourhoods”,"(Canada" hjp://globalnews.ca/news/370804/incomeAbyApostalAcode/,"(accessed"July"15,"2013)" 34"
  • 35. End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper* 59.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on" Limited,"2011),"Swot"Analysis,"p.254A255"Figure"5.7" 60.  Wordpress"ecommerce"plug"ins,"Mashable"ar:cle"about"the"top"8"plug"ins,"(Marke:ng"sec:on)" hjp://mashable.com/2011/06/16/wordpressAecommerceAplugins/#gallery/8AgreatAwordpressAplugAinsAforAecommerce/ 50bde304519840483b0000b1,"(accessed"July"1,"2013)" 61.  8"poten:al"Wordpress"CRM"plug"ins,"hjp://wpmu.org/8AwordpressAcrmAsolu:onsAforAyourAbusinessAorAnonprofit/"(accessed"July"23," 2013)" 62.  Retail"CRM"sovware"recommenda:on,"for"jewellery"retailers," hjp://www.sovwareadvice.com/industry_cre.php? industry_id=4&segment_id=79&size_id=157&modules=151,157&market_products_offset=0"(accessed"July"23,"2013)" 35"
  • 36. APPENDICES* 36"
  • 37. Appendix*–*Situa(on*Analysis*Z*Compe((on*Tiffany** Tiffany*Key*Insights* • 2012"Sales"US"1.39"Billion,"Worldwide"3.6Billions"" • Brick"&"Clicks"with"full"ecommerce"site" • EAcom"accounts"~6%"of"sales"(US"only)" • Focus"on"High"end"jewellery,"diamond" engagement,"own"brands"custom"jewellery" • #"stores"in"Canada:"12" • #"stores"in"Toronto:"4"(1"near"Yorkville)" • Compe::veness"vs"Bandiera:"Very"High"due"to" selec:on,"pricing,"brands" • Target"Market:" – "Youthful"&"ac:ve"25A45"yrs"old"women,"who"enjoy" the"goods"things"in"life"and"likes"to"show"it."She"has" developed"a"deep"emo:onal"connec:on"to"the"brand" via"its"ability"to"connects"with"love"&"engagement."She" would"be"driving"a"Lexus"or"Audi"A6."" Marke:ng:"" –  Offline"Media:"Out"of"Home" –  Social"Media:"Deep"&"ver:cally"integrated"content" on"all"Facebook,"Twijer,"Youtube,"Pinterest" –  Special"micro"site"“What"is"Love”" –  LBS/Local"Lis:ngs:"Ac:ve,"Yelp."Foursquare" –  Mobile"enabled" 37"
  • 38. Appendix*–*Situa(on*Analysis*Z*Compe((on*Birks* Birks*Z*Key*Insights* • 2012"Sales"$292Million"(A3%)"A"Canadian" • Brick"&"Clicks"with"full"ecommerce"site" • EAcom:"N/A""" • Focus"on"own"brands"custom"jewellery," engagement"rings,"watches,"givs"for"all" occasions" • #"stores"in"Canada:"32" • #"stores"in"Toronto:"12"(1"near"Yorkville)" • Compe::veness"vs"Bandiera:"Medium" • Customer"Profile:" – "Women,"slightly"older,"35A54"yrs"old." Conserva:ve"affluent,"loves"special"occasions"for" giving"but"prac:cal"in"her"offerings."Would"be" driving"a"Cadillac"or"BMW" • Marke:ng:"" –  Offline"Media:"Out"of"Home,"Sponsorships" (VANOC)" –  Social"Media:"Deep"&"ver:cally"integrated" content"on"all"Facebook,"Twijer,"Youtube," Pinterest" –  Loyalty"Program"AirMiles" –  LBS/Local"Lis:ngs:"Ac:ve,"Yelp."Foursquare" –  Mobile"enabled" 38"
  • 39. Appendix*–*Situa(on*Analysis*–*Company**Z*Bandiera** Bandiera*JewellersZ*Key*Insights* • 2012"Sales:"N/A" • Brick"&"Mortar"with"no"ecommerce"site" • Model:"Focus"on"ultra"high"end"luxury"jewellery"&" watches."Family"run"business"for"over"22"years," they"have"build"exper:se"in"the"industry."Proud"of" their"heritage"the"offer"outstanding"1Ato1"customer" service" • #"stores":"2"in"Toronto."1"in"Yorkville" • Customer"Profile:" – MEN"35"yrs+,"highly"affluent"status"seeking"($100K/year)" Torontonians,"who"look"for"rare"&"exclusive"jewellery." They"enjoy"the"very"best"that"life"can"offer"and"styles"that" are"elegant,"not"flashy"but":meless."They"would"drive"a" Mercedes,"Audi"or"Masera:." • Marke:ng:"" –  Offline:"Used"print"magazine"in"high"end"car"magazine" Mercedes,"Audi"and"Porsch.""Use"out"of"home"bilboard" in"Yorkville"loca:on" –  Educa:on:"Push"to"brand/supplier"site" –  Carry"exclusive"brand"name"jewellery" –  Social"Media:"Facebook"(456"likes)" –  LBS/Local"Lis:ngs:"None" –  Mobile:"none" 39"
  • 40. Appendix*–*Situa(on*Analysis*Z*Compe((on*Z*Spence*Diamond* Spence*Diamond*Z*Key*Insights* • 2012"Sales:"N/A" • Brick"&"Clicks"with"full"ecommerce"site" • EAcom:"N/A""" • Model:"Focus"on"ver:cally"integrated"diamond" buying"efficiencies.""Promote"own"brands,"custom" jewellery,"engagement"rings."Moving"to"all" occasions."Push"store"visit"to"try"in"store"open" cases"samples"with"3000+"styles" • #"stores"in"Canada:"7" • #"stores"in"Toronto:"3" • Compe::veness"vs"Bandiera:"Low" • Customer"Profile:" – "Younger"MEN"(25A54)"targe:ng"first":me"buyer"up"&" coming,"but"budget"conscious"that"would"be"driving"a" Honda"or"Subaru"Imprezza" • Marke:ng:"" –  Offline:"Major"buy"all"year"long"on"FM/AM"men" targeted"Radio"buy"&"Print."Bus"Shelter"during" engagement/XAmas"season."" –  Educa:on"online"&"instore" –  Social"Media:"none" –  LBS/Local"Lis:ngs:"Some" –  Mobile"enabled" 40"
  • 41. Appendix*–*Situa(on*Analysis*Z*Compe((on*Watch*it* Watch*It!*Z*Key*Insights* • 2012"Sales:"N/A" • Brick"&"Clicks"with"full"ecommerce"and"wish"list"(lead" gen)" • EAcom:"N/A""" • Model:"is"the"premium"specialty"watch,"sunglass"and" accessory"bou:que"that's"changing"the"face"of":me." Our"mandate"is"to"offer"products"that"encompass" innova:ve"design"and"technological"advancement!" • #"stores"in"Canada:"24" • #"stores"in"Toronto:"10"(1"near"Yorkville)" • Compe::veness"vs"Bandiera:"Low" • Customer"Profile:" – "Younger"MEN"&"WOMEN,"18A34"targe:ng"first":me"buyer" up"&"coming,"but"budget"conscious"that"would"be"not"be" driving"a"car." • Marke:ng:"" –  Offline:"Major"buy"transit"&"Print."" –  Educa:on"online"&"instore" –  Social"Media:"Facebook,"Instagram,"Twijer,"Pinterest" –  LBS:"Lots"of"posi:ve"commentary,"but"has"not"claimed"the" Yelp"or"Foursquare." –  Mobile"enabled" 41"
  • 42. Appendix*–*Situa(on*Analysis*–*Compe((on*Z*Watch*Finder * Watch*FinderZ*Key*Insights* • 2012"Sales:"N/A" • Toronto"Based"retailer"of"high"end"jewellery," specializing"in"watches."New"&"avermarket" • Brick"&"Clicks"with"full"ecommerce"site"powered" by"Autodealer.ca"hjp://www.edealer.ca/""" • Model:"Buy"and"sell"Gold,"Diamond,"Jewelers"and" branded"watches"in"Toronto,"Canada"at"reliable" prices." • #"stores"in"Canada:"2"all"in"Toronto."Close"to" Yorkville" • Compe::veness"vs"Bandiera:"High"on"Watches" • Customer"Profile:" – "MEN"25A54,"targe:ng"internet"savvy"Toronto"based" buyers"(who"use"Kijiji"or"Ebay)"who"are"heavy"online" researcher,"shopping"for"deals"on"high"end"watches." This"person"drives"a"Volkswagen"or"BMW." • Marke:ng:"" –  Offline:"Some"local"newspapers" –  Use"online"for"exclusive"deal"from"Owners" –  Accept"open"offers" –  Social"Media:"Twijer"–"Ac:ve"with"more"than"12K" followers"promo:ng"deals"&"advice" –  LBS/Local"Lis:ngs:"Not"claimed" –  Mobile:"Not" 42"
  • 43. Appendix*–*Situa(on*Analysis*Compe(tors*–*Blue*Nile** Blue*NileZ*Key*Insights* • 2012"Sales:"$400"million"up"+15%" • US"based"pure"click"high"jewellery"retailer," opera:ng"in"Canada" • Ecommerce"sales:"$400M" • Model:"Sells"own"custom"design"diamond" jewellery,"and"apply"saving"via"ver:cal" integra:on."Offer"design"your"own"jewellery."" • #"stores:"none" • Compe::veness"vs"Bandiera:"Low"to"medium" • Customer"Profile:" – "Women"25A54,"internet"savvy"diamond"jewellery" enthusiast"looking"to"be"buy"a"unique"custom"based" diamond"jewellery"at"a"fair"price."This"person"drives"a" Volkswagen"or"Toyota" • Marke:ng:"" –  Special"offers"&"Free"Shipping" –  Offline:"not"in"Canada" –  Online:"In"Canada"they"are"using"SEM/PPC,"Ad" display"Real":me"bidding"based"on"keywords."" –  Social"Media:"Twijer,"Facebook"(458K),"Pinterest+"" –  LBS/Local"Lis:ngs:"None" –  Mobile:"Have"an"Android"&"Iphone"app"with"ability" to"create"custome"design."MAcommerce"enabled." Can"ship"to"over"40"countries." 43"
  • 44. Appendix*–*Situa(on*Analysis*–*Compe((on*EZbay*–*Watches*&*Jewellery* EZBay*Key*Insights* • 2012"Sales:"Generate"gross"sales"$175" Billion."Es:mated"gross"sales"of"Jewellery"~ $1A$2Billion"per"year."(footnote)""" • Pure"Online"sell"via"Auc:on"&"or"Buy"now" ecommerce"(via"Pay"Pal)" • Model:"is"a"global"commerce"plaTorm"and" payments"leader"connec:ng"millions"of" buyers"and"sellers."Open"market"50/50"mix" of"retailers"&"individual"selling"high"end" jewellery,"diamond"engagement,"own" brands"custom"jewellery."" • Pricing"from"$5"million"to"$5"" • Es:mated"that"20A30%"of"jewellery"is"bought" on"EABay"(Footnote)" • Marke:ng:"" –  Special"offers"&"Shipping" –  Offline:"Events,"Print"ad,"TV"seasonal" –  Online:"Use"SEM/PPC,"Ad"display"behavioural" targe:ng,"keyword"bidding"" –  Social"Media:"FB,"Twijer" –  Mobile:"Have"android,""iphone,"ipad,"windows" apps."Do"not"promote"and"difficult"to"find." 44"
  • 45. Appendix*–*Situa(on*Analysis*–*Compe((on*Amazon–*Diamond*&*Jewellery* Amazon*Z*Key*Insights* • 2012"Sales:"Worldwide"$61"Billion,"N.A."34" billion."Es:mates"sales"of"Jewellery"to"be"~ $1Billion"per"year."(footnote)""" • Pure"Online"the"worlds"largest"eAtailer"who" sells"product"in"every"categories" • Model:"Sell"branded"and"own"label"jewellery" items."There"is"an"open"marketplace"for" retailers"to"sell"their"own"brands"" • Jewellery"&"Apparel"category,"represents"8%" of"Amazon"sales"(footnote)" • Marke:ng:"" –  Special"offers"&"Shipping" –  Offline:"None" –  Online:"TBD" –  Social"Media:"FB,"Twijer,"Pinterest" –  Mobile:"Sells"Kindle"tablet."Have"android,"" iphone,"ipad,"windows"apps."" 45"
  • 46. Appendix*–*Situa(on*Analysis*–*Amazon*Share*of*Sales*by*category* 46"
  • 47. Appendix*Z*Signet*Jewellers*–*US*EZbusiness* 47"
  • 48. Appendix*–*Situa(on*Analysis*–*Category*–*Ecommerce*Sales*in*US* 48"
  • 49. Appendix*ZGucci*–*Canadian*Online*Store*Rules*–*page*1* Online"Purchase"Informa:on" Revised"as"of"July"19,"2009" " This"OnAline"Purchase"Informa:on"governs"purchases"made"through"the"Gucci.com"Canadian"website."For"Canadian"Transac:ons,"G."Bou:ques,"Inc."(“Gucci”)"is"the"seller,"transac:ng"business"and"providing"customer"service"in" Canada.on"" Contact*Us* For"Product"or"Online"Order"related"inquiries"please"contact"us"at"877A482A2499"or"via"email"at"assistance@caAenAonlineshopping.gucci.com." Please"note"we"are"available"MondayAFriday"from"8AMA8PM(EST)"and"Saturday"9AM–6PM(EST),"excluding"holidays." Repairs* Products"purchased"from"Gucci"onAline"may"be"taken"or"mailed,"along"with"the"original"sales"slip,"to"a"Gucci"bou:que"."Please"click"on"the"Store"Loca:ons"link"located"on"the"homepage"of"our"website"or"contact"one"our"Canadian"stores." 130"Bloor"Street"West,"Suite"102" M5S"1N5" Toronto,"Ontario" tel"1.416.963.5127" " The"Fairmont"Hotel"Vancouver" 900"West"Georgia"Street" V6C"2W6" Vancouver,"Bri:sh"Columbia" tel"1.604.488.0320"" For'Fmepiece'repairs,'please'also'include'your'limited'Fmepiece'warranty'card.'Please'refer'to'our'Fmepiece'warranty." Returns* return*condi(ons" " For"online"purchases,"Gucci"will"accept"merchandise"in"its"original"condi:on"for"a"refund"of"the"purchase"price"when"accompanied"by"the"original"invoice." fullZprice*merchandise*must*be*returned*within*30*days*from*the*date*of*delivery." sale*merchandise*must*be*returned*exclusively*to*Gucci.com*within*10*days*from*the*date*of*delivery.*Such*merchandise*may*not*be*returned*to*any*Gucci*bou(que." Merchandise"that"has"been"worn,"used,"altered"or"damaged"will"not"be"accepted."Certain"items"such"as"jewelry,"watches,"sunglasses,"and"readyAtoAwear"are"shipped"with"a"return"tag"ajached."Returns"on"these"specific"items"will"only"be" honored"if"the"label"remains"intact." Gucci"reserves"the"right"to"refuse"return"of"any"merchandise"that"does"not"meet"the"above"return"requirements"in"Gucci’s"sole"discre:on." Returns"to"Gucci.com"are"processed"within"7A10"business"days"of"receipt."A"confirma:on"email"will"be"sent"once"your"account"has"been"credited."Refunds"may"only"be"issued"in"the"same"form"as"was"u:lized"for"payment."Please"note"the" original"shipping"charges"incurred"at"the":me"of"purchase"are"nonArefundable." EasyAtoAfollow"return"instruc:ons"are"included"with"each"shipment."Every"effort"will"be"made"to"ensure"a"prompt"refund"and"an"email"no:fica:on"will"be"sent"once"the"return"has"been"processed." return*guidelines" " We"recommend"shipping"returned"merchandise"via"FedEx"for"tracking"purposes."Please"be"sure"to"request"adequate"insurance"to"cover"the"purchase"price"of"the"shipment."Gucci"will"not"assume"responsibility"for"reimbursement"or" compensa:on"in"the"event"that"return"packages"are"lost,"stolen,"mishandled"or"damaged." exchanges" " Gucci.com"cannot"accommodate"exchanges"at"this":me."Please"return"the"original"item"you"wish"to"exchange"for"a"refund"using"the"applicable"condi:ons"or"guidelines"above."A"new"order"can"then"be"placed"on"Gucci.com."Please"note" new"orders"are"subject"to"merchandise"availability."We"will"inform"you"if"we"are"unable"to"fulfill"your"order." returning*to*Gucci*bou(ques* FullAprice"merchandise"may"be"returned"or"exchanged"at"no"charge"in"any"of"our"Gucci"bou:ques"within"Canada."However,"sale"merchandise"must"be"returned"exclusively"to"Gucci.com"in"accordance"with"the"above"return"guidelines" and"condi:ons."The"original"invoice"must"accompany"all"returns"and"exchanges."Online"purchases"may"not"be"returned"or"exchanged"at"Gucci"outlet"stores,"department"stores"or"other"wholesale"distributors."Please"note"that"shipping" costs"will"not"be"subject"to"refund"and"that"a"different"return"policy"may"be"applicable"for"inAstore"purchases."To"locate"a"store"near"you,"please"visit"our"store"locator."" Personaliza(on* In"accordance"with"applicable"laws"in"Canada"governing"the"purchase"and"sale"of"special"goods"made"to"order,"withdrawals,"cancella:ons,"exchanges"or"returns"are"not"accepted"for"orders"of"customized"products"such"as,"for"example," those"with"the"client’s"ini:als"engraved"on"the"product."The"client"is"advised"that"images,"photographs"and"samples"of"the"engraving"may"differ"from"the"appearance"of"the"actual"product." Shipping*and*Delivery* For"security"reasons,"Gucci"online"purchases"will"require"an"adult"signature"upon"delivery."Purchases"may"not"be"shipped"to"P.O."boxes,"APO/FPO"addresses"or"to"any"address"outside"of"Canada."To"es:mate"the"total"delivery":me"for" your"purchase,"please"allow"3A5"business"days"for"delivery"of"your"order."Orders"are"processed"and"delivered"Monday"through"Friday,"excluding"holidays."In"addi:on,"Gucci"cannot"be"held"responsible"for"unan:cipated"delivery"delays" beyond"Gucci’s"control." statutes"and"laws"of"the"Province"of"Ontario,"Canada,"without"regard"to"conflict"of"law"provisions,"will"apply"to"all"majers"rela:ng"to"onAline"purchases"between"you"and"G.Bou:ques"Inc.."You"agree"that"any"and"all"disputes,"claims,"or" controversies"arising"out"of"or"related"to"the"above"terms"shall"be"submijed"to"the"exclusive"jurisdic:on"and"venue"of"the"state"and"federal"courts"located"in"Toronto,"Ontario"." 49"
  • 50. Appendix*Z*Gucci*–*Canadian*Online*Store*Rules*page*2* Shipping*Methods*and*Fees* Standard"Service" C$30.00" Tracking* All"purchases"are"shipped"via"FedEx."A"shipping"confirma:on"is"emailed"to"you"as"soon"as"your"purchase"has"been"shipped,"which"will"allow"you"to"track"the"status"of"your"shipment."In"addi:on,"we"will"email"a"delivery"confirma:on"once"we"receive"no:fica:on"from"FedEx"that"your"purchase" has"been"delivered." If"you"are"not"completely"sa:sfied"or"if"there"is"a"discrepancy"with"your"order,"please"retain"all"documenta:on"and"packaging"and"contact"us"immediately"by"sending"an"email"to"assistance@caAenAonlineshopping.gucci.com." Purchasing* Depending"on"availability,"purchases"may"be"made"either"directly"through"Gucci.com"or"through"the"assistance"of"a"personal"shopping"associate." Online"purchases"from"this"sec:on"of"the"website"may"be"made"by"residents"of"Canada,"for"delivery"to"clients"in"Canada." Changes/Cancella(ons* If"you"wish"to"cancel"or"modify"your"order,"please"send"an"eAmail"as"soon"as"possible"to"assistance@caAenAonlineshopping.gucci.com."We"will"make"every"effort"to"accommodate"your"request."However,"once"an"order"has"been"submijed"we"cannot"guarantee"the"purchase"can"be"cancelled" or"modified."Once"you"have"received"your"onAline"order,"please"refer"to"our"return"instruc:ons"included"with"your"shipment."product"has"lev"our"premises"for"shipping,"the"purchase"cannot"be"cancelled"or"modified"un:l"the"product"has"been"returned"to"us."In"this"case,"please"refer"to"our" return"policy"and"return"your"purchase"once"you"have"received"it."If"you"would"like"to"purchase"a"different"product,"please"visit"our"website"or"contact"a"Gucci"onAline"personal"shopper"at"assistance@caAenAonlineshopping.gucci.com." Product*Availability* Gucci"products"available"for"purchase"onAline"include"handbags,"wallets,"shoes,"luggage,"readyAtoAwear,"jewelry"and":mepieces."All"products"are"subject"to"availability;"and"we"reserve"the"right"to"limit"the"quan:ty"of"products"we"supply;"supply"only"part"of"an"order"or"to"divide"up"orders." We"also"reserve"the"right"to"alter"the"terms"or"dura:on"of"any"special"offers"or"sale"promo:on."We"will"inform"you"if"we"are"unable"to"fulfill"your"order."Each"client"may"make"onAline"purchases"of"up"to"four"items"per"style." Pricing* Prices"displayed"on"the"Gucci"website"are"quoted"in"Canadian"dollars."While"we"try"to"ensure"that"all"prices"on"our"website"are"accurate,"errors"may"occur."If"we"discover"an"error"in"the"price"of"the"merchandise"you"have"ordered,"we"will"give"you"the"op:on"of"reconfirming"your"order"at"the" correct"price"or"canceling"it."If"we"are"unable"to"contact"you,"we"will"treat"the"order"as"cancelled." Title"to"any"products"you"order"on"this"website,"and"risk"of"loss"or"damage"to"products,"passes"to"you"upon"delivery,"provided"that"we"have"received"payment"in"full"for"the"products." Gucci"online"offers"price"adjustments"for"onAline"purchases"on"first"markdown"only."Specifically,"if"an"item"has"been"reduced"from"its"full"price,"we"will"credit"you"a"difference."A"price"adjustment"request"must"be"made"within"10"days"of"the"order"date"for"the"price"adjustments"to"be" honored."Please"contact"us"by"sending"an"eAmail"to"assistance@caAenAonlineshopping.gucci.com."We"will"refund"the"adjusted"amount"in"the"original"form"of"payment."Please"note"that"a"different"price"adjustment"policy"may"be"applicable"for"inAstore"purchases." Payment* Gucci"accepts"the"following"forms"of"payment"for"online"purchases:" Visa" Mastercard" American"express" The"transac:on"will"be"charged"to"your"credit"card"only"aver"we"have"verified"your"card"details,"received"credit"authoriza:on,"confirm"stock"availability,"and"your"order"is"ready"to"be"shipped."Your"credit"card"will"not"be"charged"at"the":me"you"submit"your"order"but"will"be"authorized"for" $0.00"or"$1.00"for"verifica:on"purposes." Sales*Tax* Gucci"charges"provincial,"federal"and"harmonized"taxes"on"online"transac:ons,"as"required"by"applicable"laws." The"onAscreen"transac:on"total"reflects"es:mated"tax"and"the"actual"sales"tax"will"be"calculated"when"your"order"is"shipped."Please"note"you"will"not"incur"any"addi:onal"fees"upon"receipt." Priority*wai(ng*list* We"offer"our"clients"the"opportunity"to"preAorder"items"that"are"currently"in"produc:on"or"that"have"sold"out"and"will"be"replenished."When"you"order"these"items,"you"will"be"placed"on"a"priority"wai:ng"list"so"that"you"can"be"among"the"first"to"receive"your"selec:on"once"it"becomes" available."Expected"ship"dates"will"be"listed"on"the"product"page"and"also"during"checkout"once"the"item(s)"is"added"to"your"shopping"bag."We"do"our"best"to"provide"the"most"accurate"dates,"but"please"be"aware"that"your"items"can"arrive"sooner"or"later"than"an:cipated."Also,"your"credit" card"will"only"be"charged"for"wai:ng"list"items"at"the":me"of"shipment"and"will"not"be"charged"at"the":me"you"submit"your"online"order."" Altera(ons* FullApriced"Gucci"products"purchased"from"Gucci"online"may"be"taken,"along"with"the"original"sales"slip,"to"a"Gucci"bou:que"for"complimentary"altera:on"service."For"a"complete"lis:ng"of"all"Gucci"bou:ques"in"Canada,"please"click"on"the"Store"Loca:ons"link"located"on"the"homepage"of"our" website." Authen(c*Gucci*Guarantee* We"guarantee"the"authen:city"of"all"products"purchased"through"Gucci"online." Gucci"products"are"craved"with"the"highest"quality"materials,"design"and"workmanship."All"Gucci"products"are"made"in"Italy,"except":mepieces,"which"are"made"in"Switzerland." Timepiece*Warranty* A"limited"warranty"card"and"booklet"is"accompanied"with"each"Gucci":mepiece"purchase."Warran:es"are"valid"for"a"period"of"two"or"five"years,"depending"on"the"par:cular":mepiece"style."Our"limited"warran:es"cover"all"manufacturing"and"mechanical"defects,"excluding"malfunc:on"or" deteriora:on"resul:ng"from"accidents"or"negligence."Authorized"Gucci"service"centers"listed"in"the"warranty"booklet"will,"at"their"discre:on,"repair"or"replace"any"component"needed"to"restore"the":mepiece"to"full"working"order."Complete"warranty"informa:on"is"provided"in"the"warranty" booklet"upon"purchase,"or"you"can"write"to"Gucci"for"a"copy"of"the"warranty"before"you"make"a"purchase."Send"your"warranty"requests"to:" " G.O.S" 50"Hartz"Way" Secaucus,"NJ"07094" " Complimentary*Giu*Wrapping* All"Gucci.com"orders"come"with"complimentary"giv"wrap."Products"are":ssue"wrapped"and"enclosed"in"a"signature"Gucci"giv"box"that"is":ed"with"a"Gucci"sa:n"ribbon."Gucci"giv"boxes"are"only"available"for"products"18""x"18""x"8""and"smaller."For"larger"items,"we"will"include"a"signature" Gucci"giv"bag"with"your"shipment."A"personalised"giv"message"can"be"added"to"giv"orders"and"prices"can"be"excluded"from"the"order"invoice"when"comple:ng"the"online"checkout"at"Gucci.com." Errors*and*Inaccuracies* Our"goal"is"to"provide"complete,"accurate,"and"upAtoAdate"informa:on"on"our"website."Unfortunately,"it"is"not"possible"to"ensure"that"any"website"is"completely"free"of"human"or"technological"errors."This"website"may"contain"typographical"mistakes,"inaccuracies,"or"omissions,"some"of" which"may"relate"to"pricing"and"availability,"and"product"informa:on."We"reserve"the"right"to"correct"any"errors,"inaccuracies"or"omissions,"including"aver"an"order"has"been"submijed"and"to"change"or"update"informa:on"at"any":me"without"prior"no:ce." Governing*Law*and*Jurisdic(on* The"statutes"and"laws"of"the"Province"of"Ontario,"Canada,"without"regard"to"conflict"of"law"provisions,"will"apply"to"all"majers"rela:ng"to"onAline"purchases"between"you"and"G.Bou:ques"Inc.."You"agree"that"any"and"all"disputes,"claims,"or"controversies"arising"out"of"or"related"to"the"above" terms"shall"be"submijed"to"the"exclusive"jurisdic:on"and"venue"of"the"state"and"federal"courts"located"in"Toronto,"Ontario"." 50"
  • 51. Appendix*–*Toronto*Jewellery*Store*Concentra(on* 51"