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The Online Jewelry Industry

The Online Jewelry Industry

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The Online Jewelry Industry

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  1. The Online Jewelry Industry By: Emily Coyle Kevin Daily Jane Chien Isnezawati Azali Halit Akcaglayan Nadia-Shazrin Asari

  2. Major Players in Online Jewelry • Zale Corporation – online and physical • Miadora – online • First Jewelry – online • Denmans Corporation – online and physical • Mondera - online

  3. First Jewelry’s Front Page

  4. Market Share • In 1998, online jewelry spending was $207 million • In 2000, online jewelry sales are expected to be $370 million • Global jewelry sales are estimated at $200 billion a year • The retail jewelry market is highly fragmented

  5. Who are the customers? • Majority of customers are women • Couples (engagements, anniversaries, holidays) • Middle-income customers • Parents –FJ

  6. How do firms attract customers? • Brand name – (i.e. Zales) • Alliances with other online sites (AOL, Yahoo! Shopping, GiftCertificates.com) • Price (Appraised Value Guarantee, price matching) • Incentives (Contests, Free Shipping, Bridal Expos, 30-day guarantee)

  7. Value Added • Wish Lists - Mondera, FJ, Zales • Newsletters (product info, special promotions) • “Hint, Hint” – Let a special someone know your innermost desires (about jewelry!) - Miadora, Zales • Store locator system - Zales

  8. Miadora’s Email Service

  9. Value Added • Advertisement lookup (TV, Catalog, Flyers) - Zales • Gift Search • Certified Gems - Zales • Order tracking - Mondera

  10. Value Added • Search for jewelry based on material (i.e. Gold, gem), price range, and jewelry type (i.e. Ring, bracelet) • Chat Boards - Mondera • Customer Testimonials • Outlets (Jewelry at clearance prices) – Denmans

  11. Zales Jewelry Selection

  12. Denman’s Outlet

  13. Value Added • Product Information (learning center, buying guides, 4 C’s of diamond buying) • Customer Contacts (1-800 number, email) • Physical and online presence (allows customers to view jewelry in person before buying) - Zales

  14. Mondera’s Learning Center

  15. One-shot to Repeat Customers • Customized Jewelry (Send your design to the company for manufacturing) • Reminder Service (holidays, special occasions) • Store Credit Card – Zales • Good Customer Service