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PURE - RARE - ETERNAL Optimizing a Global Website for Platinum

PURE - RARE - ETERNAL Optimizing a Global Website for Platinum. Simon Patterson - QRi Consulting, London, UK Huw Daniel - Platinum Guild International, NY, USA Anna Freedman - Platinum Guild International, London, UK University Club of Chicago | Chicago, IL 12 May 2011.

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PURE - RARE - ETERNAL Optimizing a Global Website for Platinum

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  1. PURE - RARE - ETERNALOptimizing a Global Website for Platinum Simon Patterson - QRi Consulting, London, UK Huw Daniel - Platinum Guild International, NY, USA Anna Freedman - Platinum Guild International, London, UK University Club of Chicago | Chicago, IL 12 May 2011

  2. Platinum Guild International • Platinum Guild International (PGI) is a global organisation which promotes platinum jewelry worldwide.

  3. Preciousplatinum.com Preciousplatinum.com was launched in 2003, with a refresh carried out in 2006.

  4. Online Strategy Review • The review showed that Preciousplatinum.com’s: • Purpose needed to be more clearly defined for Consumers • Full potential was not being exploited • Traffic was low • Site lacked involvement.

  5. Regional Diversity

  6. One core site to project PGI’s global positioning of: Global Unity • Pure - Rare - Eternal

  7. Research Objectives • To ensure that: • New site clearly communicates its role • New structure with the Design Gallery at its core matches the intuitive consumer journey • Delivers a clear and differentiating global positioning for platinum • Addresses consumer needs in the key markets equally effectively.

  8. Research Design • The sample reflected the key Targets within each main PGI market: US (New Jersey) Japan (Tokyo) China (Shanghai) 4 x Pre-Engaged Women 4 x Pre-Engaged Men 4 x Pre-Married Couples 4 x Pre-Married Couples 4 x Women Light jewelry Owners 4 x Women Heavy jewelry Owners 4 x Bridal Pre-Married Couples 4 x Women jewelry Owners 12 in -Depth Interviews 12 in -Depth Interviews 8 in -Depth Interviews

  9. Face to Face • The subject is deeply personal: Something precious, intimate and emotionally significant. • To observe how respondents navigated, their posture and body language, their facial expressions. • To get a feel for personal and cultural attitudes and behaviour. • To gauge how people genuinely felt, by talking and probing

  10. Multi-National Research Challenges • Hands-on approach to ensure consistency and sensitivity - it was vital to be present in each market. • Involving the local teams in each market enabled support and feedback. • Understanding of Cultural issues and local needs

  11. Methodology 11

  12. Some Key Findings…

  13. Cultural and consumer needs strongly influence motivation and emotion Platinum jewelry can be a highly emotional purchase when a wedding is involved Motivations change and design is more important when women buy jewelry for themselves. The research looked carefully at the psychology of each target group in order to ensure that the site felt inclusive for all visitor types. Different Motivations

  14. US Females “The ring will be a reminder, the beginning of my future”

  15. US Males “I want to know why platinum is worth it… I need an explanation and breakdown”

  16. US Males

  17. Japanese & Chinese Males “I want to get involved, ‘to get it right’, I want to feel informed”

  18. Japanese Females “I want to find beautiful items to inspire my dreams”

  19. Japanese Females

  20. Chinese Females(Pre-Bridal) “It’s a certification of our love, I want the guarantee of the (Pt) brand”

  21. Chinese Females(who buy for themselves) “I’m interested in the latest designs, I want to see what is popular this year”

  22. Chinese Females(who buy for themselves)

  23. What did we Achieve?

  24. For PGI’s Headquarters Local preciousplatinum.com sites pre-research New global template for preciousplatinum.com

  25. For PGI’s local teams

  26. For PGI’s local teams USA JAPAN CHINA INDIA UK ITALY FRANCE GERMANY

  27. For the Web Designers 27

  28. For the Web Designers 28

  29. For the Web Designers 29

  30. In Conclusion…

  31. Research Effectiveness • This Qualitative Research was very effective as Web data clearly shows.

  32. Increased time spent on Site across all markets: Research Effectiveness

  33. Research Effectiveness

  34. PURE - RARE - ETERNALOptimizing a Global Website for Platinum Simon Patterson - QRi Consulting, London, UK Huw Daniel - Platinum Guild International, NY, USA Anna Freedman - Platinum Guild International, London, UK University Club of Chicago | Chicago, IL 12 May 2011 Thank you very much

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