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Cut, Color, Clarity and eCommerce

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Designing an engaging eCommerce experience can be challenging. Tackling this along with changing a culture is nearly impossible. Learn simple tactics to create an engaging website and changing company culture along the way.

Published in: Marketing
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Cut, Color, Clarity and eCommerce

  1. 1. ECOMMERCELESSONS LEARNED FROM LAUNCHING CUT, COLOR, CLARITY &
  2. 2. HI. I’m Craig – @smallfarmdesign
  3. 3. SO LET ME ASK MARRIED, ENGAGED, SOON TO BE
  4. 4. WERE YOU 100% IN YOUR DECISION …with the ring not your significant other
  5. 5. A STORY
  6. 6. MONTHS ON AVERAGE A GROOM SPENDS FINDING THE ENGAGEMENT RING3
  7. 7. HOURS3
  8. 8. CURRENT SITUATION
  9. 9. JEWELERY WEBSITES WHAT ABOUT
  10. 10. JEWELERY STORES WHAT ABOUT
  11. 11. THE WANT
  12. 12. GOAL
  13. 13. “REDESIGN STERLING’S CURRENT EDUCATION CENTER IN FY2014”
  14. 14. MY GOALS
  15. 15. BE DIFFERENT
  16. 16. BE DIFFERENT BE VALUABLE*
  17. 17. BE DIFFERENT BE VALUABLE* BE APPROACHABLE
  18. 18. BE DIFFERENT BE VALUABLE* BE APPROACHABLE BE HELPFUL*
  19. 19. HOW I DID IT DEVELOP A ROADMAP COMMUNICATE FORWARD AVOID THE SWOOP & POOP 1 2 3
  20. 20. DEVELOP A ROADMAP1
  21. 21. AUDIENCE WHO IS THE
  22. 22. WHO IS THE AUDIENCE Jewelry Customers Brides-to-be Grooms-to-be Brides’-to-be Friends Gen Y Those Older then Gen Y Clueless Men Gift Givers Legal Stores Employees Internal groups Buyers Merchandisers Marketing Product Brands C-level Executives Project Team Competitors
  23. 23. PRIMARY AUDIENCE WHO IS THE
  24. 24. KNOWING WHO ≠ KNOWING WHAT
  25. 25. THE ROADMAP
  26. 26. “ The education center’s mission is to provide guidance and help the customer make, or reinforce, their buying decision. It should serve as the backbone to the Sterling ecosystem, being a resource for both our customers online and our associates in the stores. The education center should be seen as the leading source for helping people purchasing wedding jewelry, gifts for themselves or gifts for others. The education center is the first step on the journey of creating customers for life.”
  27. 27. COMMUNICATE FOWARD2
  28. 28. EVP MARKETING CONSULTANT VP ECOMMERCE VP MERCHANDISE VP CREATIVE DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR ME
  29. 29. EVP MARKETING CONSULTANT VP ECOMMERCE VP MERCHANDISE DIRECTOR DIRECTOR VP CREATIVE DIRECTOR DIRECTOR VP STORES DIRECTOR DIRECTOR ME
  30. 30. I GOT UNDER THE BUS THR WN @smallfarmdesign
  31. 31. GAIN RESPECT THE KEY TO SUCCESS
  32. 32. SPEAK THEIR LANGUAGE OR THEY WON’T HEAR YOU.
  33. 33. IDENTIFY YOUR AUDIENCE WHY DO THEY CARE GIVE ONLY THE ESSENTIALS
  34. 34. AVOID THE SWOOP & POOP3
  35. 35. When management or stakeholders insert themselves into a project, often near the end and with limited project knowledge, using their power to criticize the work that has been completed in an effort to gain control.
  36. 36. SWOOP & POOP HOW TO AVOID THE
  37. 37. LISTEN
  38. 38. LISTEN SKETCH, TALK, SHOW
  39. 39. CALL BULLSH!T RESPECTFULLY Legal Disclaimer: The presenter of this material shall not be held responsible for any unforeseen outcomes due to taking action on the advice given.
  40. 40. HALF-BAKED THOUGHT DO NOT ARGUE WITH
  41. 41. CONCEDE WHEN ALL FAILS
  42. 42. HOW I DID IT DEVELOP A ROADMAP COMMUNICATE FORWARD AVOID THE SWOOP & POOP 1 2 3
  43. 43. WHERE WE ARE NOW LET’S TALK ABOUT
  44. 44. OUTCOME
  45. 45. QUESTIONS ?

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