The document provides a peak season business plan for an online jewelry retailer. It outlines strategies for the key periods of November through December, including marketing strategies like promotions, email campaigns, and social media. It also covers merchandising, customer experience through customer service and fulfillment centers, and technology enhancements for the peak season. The plan aims to drive sales and traffic during the holiday season through targeted promotions and an optimized customer experience.

1. Peak Season Business Plan
FSH 657 Online Retailing
Yi Chieh Chan
OLIVIA JEWELRY

2. - Search Volume: Google Trend
- Site Merchandise: Merhandise Story
- Marketing Strategy: Traffic Drivers
- Customer Experience: Customer Service
- Technology
CONTENTCONTENT

3. GOOGLE TREND & SEARCH VOLUME
November-December
Nov 18th - Dec 23th
Keyword: Jewelry
Jewelry reaches highest search volume in monthly total during November to December.
To narrow down the period, the peak season is from the mid of November to the
end of December. Because it’s holiday season, consumer tends to be more willing
to purchase jewelry. I will split the peak season into two periods and create different
promotions. From November 18th to 30th, we will launch a ne w holiday season
collection to grab customers attention. There will be 25% off discount for our new
collection and 30% off select items plus free shipping and return. From December
1st to 25th, there will be 25% off discount for the entire store plus free shipping and return.

4. Site Merchandising
Merchandising Story

5. MERCHANDISING STORY
HIGHLIGHTS
Theme: Holiday theme
- Thanksgiving
- Christmas
New Holiday Collection Sale
- Holiday Collection 25% off
- Free shipping and return
Holiday Select Items Sale
- Select items 30% off
- Free shipping and return
Holiday Season Sale
- Entire store 25% off
- Free shipping and return
We use the horizontal navigation on our
website. The navigation of the main
categories constantly shows on every
page. There will be drop-box subcategory
which offers customer more detailed
categorize. Under the “Holiday Sale”
category is the sale information.
NAVIGATION
EARING
New Arrivals
Studs
Drops
Hoops
Best Seller
Season Sales
HOLIDAY SALE
View All
Holiday Select Sale! Shop 30% off
New Holiday Collection! Shop 25% off

6. VISUAL IMAGERY

7. HOME PAGE
- The main seasonal concept is “ Holiday Season.” On the top of the homepage is the
holiday-inspired imagery with brief text express the new holiday sale.
- Under the theme is another topic for holiday select items. Simple imagery with the text
presenting the idea of thanks to your loved one.
- In November, we offer two discount. On the top of the home page is “New holiday collection
25% off sale”
- On next column is “ Holiday select items 30% off sale”
- On the bottom have two link boxes to highlight the sales message.
- Each of the promotion contains a related image, promotion text, and links to the sale pages.
THEMED STORY
PROMOTION
SITE SEARCH/ FREE SHIPPING & NAVIGATION
- We have a site search and free shipping information on the top of our homepage.
- We have horizontal indicating the main categories is set below our brand logo

8. OLIVIA JEWELRY
HOLIDAY SALE | RINGS | EARRINGS | NECKLACES | BRACELETS | WEDDING
WE SELECT FOR YOU
SHOP NOW
There Always Something to be
Thankful for...
That’s why we offer you the best deal
Here are our best-selling items
The best choice for your loved one
SHOP 25% NOW >
GOLD EARRINGS
SILVER EARRINGS
ROSE GOLD EARRINGS
PEARL EARRING
WINTER SELECT SALE NEW COLLECTION SALE
ABOUT US | FAQS | ORDERS + SHIPPING | RETURN POLICY | CONTACT US
N E W S L E T T E R
Stay in touch! Sign up with your email address to receive news and updates.
Email Address SIGN UP
CelebrateWith Our Elegant New Design
SHOP 25% OFF
It’s Time For Holiday !
FREE SHIPPING + RETURN ON ALL ORDER

9. CATEGORY PAGE
GENERAL
PROMOTION
THEMED STORY
- Site search, free shipping notice, and the horizontal navigation will constantly stay at the top.
- The page offers multiple filters (e.g type, color, material, etc.) on the left side to assist
customers to find the products.
- On the top of each category page has their own concept and a brief description.
- The product information on the editorial category page includes an image, product
name, and price.
- On the holiday sale period, we will have an extra category page which will have the
holiday collection image with the promotion message on the top of the page.
- The product information on the page includes an image, product name, color, original
price and highlighted discounted price.

10. OLIVIA JEWELRY
EARRINGS
From everyday classic studs to
head-turning dangles, earrings
are the must-have accessory to
pull together your entire look.
Refine By:
Type v
Price >
Color >
Metal >
Material >
View All
New Arrivals
Studs
Drops
Hoops
Best Seller
Season Sales
Home > Earrings
FREE SHIPPING + RETURN ON ALL ORDER
HOLIDAY SALE | RINGS | EARRINGS | NECKLACES | BRACELETS | WEDDING

11. PRODUCT PAGE
GENERAL
- We have all the essential information on the product page, including product
name, price, description, product details.
- We have several product photos wear by model. There will also be zoom in
function on the photos.
- The heart icons next to the product name are the link to wishlist. The customer
can easily add their favorite items to the list.
- We also provide inventory lookup and check in-store availability function. Allow
shopper to know the correct information.
- On the bottom, there are links to return policy, shipping policy and help information

12. OLIVIA JEWELRY
FREE SHIPPING + RETURN ON ALL ORDER
EARRINGS > STUD EARRINGS
FIND IN STOREADD TO CART
HOLIDAY SALE | RINGS | EARRINGS | NECKLACES | BRACELETS | WEDDING

13. Marketing Strategy
Traffic Drivers

14. SEARCH TERMS
Fine Jewelry
Diamond
Jewelry
Gold Jewelry
Metal Jewelry
Silver Jewelry
Pearl Jewelry

15. EMAIL
OBJECTIVES
IDEAS
DIRECTIONS
- To build brand awareness and customer relationship.
- To drive customers to our website and enhance website traffic.
- To inform customer news of product and promotion, and raise their interests in the
products.
- We will send an email every three days on a regular basis.
- During the promotion, we will send a notification email before it starts. We also will
enhance the frequency and send out the promotional email once 2 days.
- We will embed links in the email to drive customers to the direct pages on our website.
- The design of our email will follow our monthly story theme and brand image.
- New Holiday Collection Sale - 25% off for our new collection!” - The announcement
of our November promotion sales. “Express yourself with this season’s newest arrivals!
Check our new arrival!”
- “Holiday Select Items Sale - 30% off for select items! ” - The announcement of our
November promotion sales. “ Have no idea for holiday gift? We select for you! “
- “Holiday Season Sale - enjoy 25% off your entire purchase! ”- The announcement of
our December promotion sales. “ Happy Holiday! Save 25% for your entire purchase with us”

16. SEASON SALE | HOLIDAY SPECIAL | RINGS | EARRINGS | NECKLACES | BRACELETS
OLIVIA JEWELRY
FREE SHIPPING + RETURN ON ALL ORDER
Express yourself with this season’s newest arrivals,
featuring iconic and classic jewelry desogns.
Holiday Season Sale
SHOP NOW >

17. PROMOTION
OBJECTIVES
DIRECTIONS
- To drive qualified traffic to your website
- To motivate customer’s purchase and gain 3% increase in conversion rate
- Improving SEO by optimizing various elements on our website in order to attract
customers who are looking for our product.
- “New holiday collection sale”- Give 25% off on our new arrival merchandise. This promotion
will last 2 weeks (11/19/2019 Mon. -12/3/2019 Mon.)
- “Holiday select items sale”- Give 30% off on select items. This promotion will be done
with “New holiday collection sale” at the same time.
- “Holiday season sale” - Give 25% off for your entire purchase. This promotion will last
3 weeks (12/04/2019 Mon. -12/25/2019 Mon.)

18. PROMOTION
MARKETING TOOL
EMAIL
SOCIAL MEDIA
SEM
- Send notice email one day ahead
- Send promotional email once two days.
- Raise bids on terms” Women’s Jewelry” & “Jewelry promotion”
- Facebook, Instagram & YouTube
- Organic Campaigns: Link clicks, Platform engagement
- Paid Ad: Button Clicks

19. SOCIAL MEDIA
OBJECTIVES
DIRECTIONS
- Creating brand awareness shortens the sales process, increases market share, and po
sitions a brand as a leader in its sector.
- Strengthen Engagement Strategies to Increase Customer Loyalty.
- Convert Social Followers into Qualified Leads and New Business.
- Engaging with social media followers who have a certain level of credibility or influence
among the target audience.
- Sharing the content that is consistent with our merchandising story
- For current customers: Make sure they follow our social media. We will keep update product,
new content, and industry information so that the message could prompt them to buy again.
- Content fans: Encourage them to subscribe to our blog, and make it easy for them to follow
us for future updates. Contests are great ways to increase followers.
PLATFORM
Instagram Facebook YouTube Onsite
Blog

20. Customer Experience
Customer Service

21. METHOD OF CUSTOMER SERVICE
ONSITE Q&A
EMAIL
PHONE (CALL CENTER)
- To answer the most common question and provide a guide to further help.
- Categorize the questions by tips, so customers can find the answer quickly.
- Provide links to the contact page for more complicated problems.
- Operation Time (PST)
Mon - Fri : 9AM - 7AM
Sat-Sun: 10AM - 5AM
- Language
English & Spanish
- Our link of email will be placed both on the bottom of the home page and contact page.
- Reply to our customers within 1 business day.
- Sent out an auto-reply email after receiving the email from customers.

22. CALL CENTER
TRAINING
STAFFING
DIRECTIONS
- Ensure satisfaction to customers by building and maintaining strong relationships.
- Promote and demonstrate a positive team spirit through professional communication
and cooperation with fellow employees.
- Develop and maintain a thorough knowledge of our products and policies.
- Handle detailed-work, quickly, correctly and efficiently following established guidelines.
- The training process takes call center agents 2 weeks to have thorough knowledge and
skills to respond to customer’s inquiry.
- We will train the agents to know products terms, details, availability, online purchase process.
- We will send our updated marketing calendar to the call center every season, and remind
the agents of the content of our marketing campaign and promotion activities 2 weeks
before the news release.
- We will hire 3-5 extra agents to the customer service team during the promotion period.
- We will start hiring one month before the peak season so that we can train them well.

23. FULFILLMENT CENTER
SHIPPING
STAFFING
SERVICE
- In the picking process, we will make the product easily accessible for quick picking by
the fulfillment center employees.
- In the packing process, our jewelry will be carefully placed in the box and the packer
will use the OMS to verify the proper items were picked and matched to the customer order.
- Standard shipping: arrivals within 5-7 days, $5
- Two days: arrivals within 2-3 days, $17
- Express: arrivals within 1-2 days, $22
- In-store pick up within 7-9 days, free
- We will add 30% human resource at fulfillment center to deal with picking, packing and
shipping process
- We will start hiring one month before the peak season for training the agent.
- We will let half of the supportive staff stay and take care of the return requests after pro
motions end in one week.
- We will transfer more products from warehouse to picking zone 1 week before the
sales start.

24. Multi-Channel Retailing

25. MULTI-CHANNEL
MOBILE COMMERCE
BRICK N MORTAR
- We have the physical store at several locations, where the customer can drive to and
enter physically to see, touch, and purchase our jewelry.
- We set the inventory lookup function on our product page. The customer is able to
know which store has the stock.
- We provide in-store pickup. The customer can order the items online and pick it up in
store. On the product, page customer can enter the zip code to find the close store.
- We have a mobile version website for people to browse and shop on the smartphone
- The customer also can download our APP and receive $5 coupon for their first
purchase (*First time user only)
- The customer can get exclusive information and early access to the latest news and
promotion.

26. Technology

27. SELLING FEATURES
- Shopping Tools: We have shopping tools that recommend related products to
customer on the product page. This tool will help customers find the items they
want and boost sales by raising AOS and UPT.
- In-Store Inventory Lookup: We provide in-store inventory lookup service for
customers to check product availability at physical stores. The function is set on
the product page, and it shows product availability at store locations that are near
to the customer.
- Shipping Status: Customers will receive a notification email with shipping
information and a package tracking number. Customers can either log in to our
website to track the shipping status or use the number on UPS website to see the
package status.
- Email Management: We will outsource the email lifecycle to a third party provider.
It will require in-house execution but at the same time provides a lower cost way
to execute emails.

28. PEAK SEASON ENHANCEMENTS
- E-commerce Platform: We should scale our website traffic capacity based on
historical statistics, so the site can work smoothly in the rush hours.
- Promo Engin: We will set up an e-commerce promotion. It includes purchase
requirements, discount level, and a promotional code to ensure a good
customer experience.
- Traffic Tool: We will cooperate with third-party providers of web analytics.
Through analytics tool, we can better understand where the traffic is coming
from and optimize their marketing spend to drive the most profitable traffic and
sales to the e-commerce site.
- Call Center Technology: During peak season, we will exploit the workforce
management system to monitor the number of calls, so we can adjust our
staffing plain in time.
- Warehouse Technology: During peak season, we will use scanner technology
to assist picking staffs to accomplish the step, so the process can be done
more efficiently.