Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
“Adapting the traditional jewellery store for the
moder...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Who	
  is	
  Dream	
  Agility?	
  	
  
•  Digital	
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Who	
  is	
  JewellersArk.co.uk?	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Who	
  is	
  JewellersArk.co.uk?	
  
•  Formed	
  b...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Off	
  to	
  a	
  great	
  start…	
  
	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
What	
  we’ll	
  be	
  covering….	
  
•  What	
  ar...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Thanks	
  to	
  Google,	
  consumers	
  have	
  mor...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Pricing	
  &	
  Showrooming	
  
•  ‘Showrooming’:	
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
High	
  Street	
  Jewellers	
  –	
  providing	
  a	...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
So	
  what	
  else	
  does	
  the	
  modern	
  
con...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Online	
  Reviews	
  
•  Trip	
  Advisor	
  Channel...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Google	
  Maps	
  &	
  Reviews	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Review	
  Sites	
  &	
  Star	
  Ra?ngs	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Review	
  Sites	
  &	
  Star	
  Ra?ngs	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
What	
  about	
  Facebook	
  and	
  
Twiler	
  for	...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Social	
  as	
  most	
  people	
  think	
  of	
  it	
  ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
16000+likes	
  driving	
  CRM.	
  Then	
  send	
  f...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Summary	
  of	
  the	
  modern	
  customer	
  
•  I...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Reviews,	
  where	
  do	
  I	
  begin?	
  
•  20%	
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Start	
  with	
  Google	
  Maps	
  and	
  get	
  li...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Then	
  turn	
  showroomers	
  into	
  reviews	
  
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
If	
  you	
  don’t	
  have	
  a	
  TRANSACTIONAL	
 ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
With	
  Online	
  Prices	
  driving	
  margins	
  
...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Do	
  you	
  know	
  what	
  your	
  customers	
  
are	...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
How	
  about	
  in	
  your	
  physical	
  store?	
  
• ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
How	
  about	
  in	
  your	
  physical	
  store?	
  
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  	
  
Conclusion	
  
•  Over	
  the	
  next	
  12	
  mont...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Recommenda?ons	
  
•  Brands	
  –	
  get	
  a	
  transa...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Recommenda?ons	
  
-­‐  Turn	
  more	
  volume	
  at	
 ...
www.dreamagility.com	
   Copyright	
  Dream	
  Agility	
  2013	
  
Benefits	
  of	
  Joining	
  Jewellers	
  Ark	
  
-­‐	
 ...
Nächste SlideShare
Wird geladen in …5
×

Adapting the traditional jewellery store for the modern age customer - Digital enhancements and market trends that will help grow your business

380 Aufrufe

Veröffentlicht am

Jewellery shops need to consider the impact of the internet even if they don't have a website. Thanks to Google, Google Maps have made traditional ways of finding physical stores such as Yellow Pages or Local Classifieds redundant. Yet many jewellers have not even checked to see if they are listed let alone registered the listing as their own. Even fewer have developed an online reputation despite Google proliferating star ratings throughout Google Maps, Pay Per Click, and SEO listings. Finally, Google's new Product Listings Ads make consumer price comparison shopping easier than ever before. As a result, jewellery consumers are now better informed about both the reputation of the store they are in and the lowest price they can obtain the item than ever before. This has resulted in record levels of "showrooming" - a process whereby the consumer inspects the product they desire instore, asking the jeweller to answer any specific questions they have, before going home and ordering on amazon or another faceless retailer. However, there are actions every independent High Street Jeweller can and must take to fight back. In any negotiation, it pays to have more or at least the same information as the other party. High Street Jewellers must make it their business to know the best available price online for all their major branded products. When I say major branded products, what are the 20% of product lines that broadly make up 80% of your sales? These are the ones you must know. Secondly, get listed on Google Maps and claim your listing. Thirdly, get an iPad for instore use. You can use these to not only show customers you are competitive vs. online retailers but also to ask them to leave a review on your Google Map entry. A recent study of Yell star rating listings for independent restaurants showed that every 1 star increase in review ratings was commensurate with a 5-9% increase in revenues!!! With consumers increasingly relying on the reviews of previous users prior to buying, independent jewellers must make every effort to collect them. Every sale must be made to work harder via the process of online advocacy whether you have a website or not. Finally, in most cases social media (Facebook and Twitter) is not as effective in driving sales as Google-based reviews. This is for a number of reasons explained in the slides.

Veröffentlicht in: Technologie, Business
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Adapting the traditional jewellery store for the modern age customer - Digital enhancements and market trends that will help grow your business

  1. 1. www.dreamagility.com   Copyright  Dream  Agility  2013   “Adapting the traditional jewellery store for the modern age customer - Digital enhancements and market trends that will help grow your business”. Presented by Glyn Powditch Jewellers Ark and Dream Agility Investor
  2. 2. www.dreamagility.com   Copyright  Dream  Agility  2013     Who  is  Dream  Agility?     •  Digital  Technologists  who  seamlessly  cross   technology  and  marke?ng     •  We  build  websites,  mobile  websites,  and   applica?ons  from  our  single  source   pla0orm  for  the  benefit  of  marketers  not   IT  guys.     •  Built  jewellersark.co.uk  (web  &  mobile   sites)  and  manage  all  online  marke?ng.  
  3. 3. www.dreamagility.com   Copyright  Dream  Agility  2013     Who  is  JewellersArk.co.uk?  
  4. 4. www.dreamagility.com   Copyright  Dream  Agility  2013     Who  is  JewellersArk.co.uk?   •  Formed  by  a  number  of  independent  High  Street   Jewellers  from  all  across  England  with  Dream   Agility  in  Dec  ‘12.     •  Offers  consumers  highly  compe??ve  prices  BUT   with  high  quality  independent  service   •  Customers  can  order  online  from  home  or  whilst   in  our  members  stores.     •  Customers  can  order  offline  in  member  stores.    
  5. 5. www.dreamagility.com   Copyright  Dream  Agility  2013     Off  to  a  great  start…    
  6. 6. www.dreamagility.com   Copyright  Dream  Agility  2013     What  we’ll  be  covering….   •  What  are  the  new  market  trends  and  how   is  the  modern  age  customer  different  from   even  one  year  ago?   •  Digital  Enhancements   •  How  do  we  adapt  the  tradi?onal  jewellery   store  to  deal  with  these  trends  and   changes  and  grow  your  business?  
  7. 7. www.dreamagility.com   Copyright  Dream  Agility  2013     Thanks  to  Google,  consumers  have  more  price  and   ‘word  of  mouth’  knowledge  than  ever  before.    
  8. 8. www.dreamagility.com   Copyright  Dream  Agility  2013     Pricing  &  Showrooming   •  ‘Showrooming’:  customers  researching  in-­‐ store,  then  finding  the  cheapest  price  online   and  ordering  there.     •  What  %  of  customers  are  now   ‘showrooming’  in  2013?   •  To  make  sales  you  MUST  convince  customer   the  price  is  right  or  they’ll  ‘showroom’.   •  Ac2on  -­‐  Review  best  selling  brands  prices   online  
  9. 9. www.dreamagility.com   Copyright  Dream  Agility  2013     High  Street  Jewellers  –  providing  a   free  service  for  no  sales  –  scary  stuff!   •  High  Street  Jewellers  carry  all  the  costs  –  rent  &   rates,  security,  insurance,  staff,  stock-­‐holding,  etc.     •  High  Street  Jewellers  are  not  paid  for  their  advice   nor  exper?se  by  the  showroomer  –  nor  Amazon   •  And  then  the  consumer  buys  the  item  from  a   faceless  online  portal  to  be  delivered  to  their   home.     •  Who  Owns  The  Future?  –  Jaron  Lanier  
  10. 10. www.dreamagility.com   Copyright  Dream  Agility  2013     So  what  else  does  the  modern   consumer  value  (low  prices  aside)?   •  You,  and  your  compe?tors,  reputa?on  with  other   customers  (that  99%  of  the  ?me  they  do  not  know   and  never  will).     •  And  they  are  brutally  discimina?ng,  even  if  your   online  reputa?on  is  non-­‐existent,  god  forbid  low   rated.     •  Glyn,  what  are  you  talking  about?  
  11. 11. www.dreamagility.com   Copyright  Dream  Agility  2013     Online  Reviews   •  Trip  Advisor  Channel  4?  Gordon  Ramsey?   •  A  1  star  increase  in  Yelp  Review  Ra?ngs  for   independent  restaurants  =  5-­‐9%  increased  revenue   (Luca  2010).     •  What  if  you  have  no  stars  and  your  compe??on  has  5   stars?  Do  the  maths.   •  Bolton  (2011)  –  70%  of  Ebay  users  leave  reviews  –   consumers  like  leaving  reviews!   •  Even  when  you  don’t  have  a  website,  you  have  an   online  reputa?on  unless  nobody  is  talking  about  you  
  12. 12. www.dreamagility.com   Copyright  Dream  Agility  2013     Google  Maps  &  Reviews  
  13. 13. www.dreamagility.com   Copyright  Dream  Agility  2013     Review  Sites  &  Star  Ra?ngs  
  14. 14. www.dreamagility.com   Copyright  Dream  Agility  2013     Review  Sites  &  Star  Ra?ngs  
  15. 15. www.dreamagility.com   Copyright  Dream  Agility  2013     What  about  Facebook  and   Twiler  for  reviews?   •  Facebook  is  star?ng  to  offer  reviews  on  Facebook  pages.     •  However  its  not  as  important  –  Dr  Robin  Dunbar’s  180   Rule  is  the  reason.  &  Facebook’s  Google  Block.       •  Twiler  –  smaller  just  don’t  upset  a  celebrity  or  opinion   leader.     •  Twiler  –  twee?ng  to  yourself  isn’t  much  fun  and  a  waste   of  ?me.     •  Google  is  a  more  valued  company  than  Facebook  for   good  reason.  
  16. 16. www.dreamagility.com   Copyright  Dream  Agility  2013   Social  as  most  people  think  of  it  doesn’t  shin   products  –  its  a  myth,  but  we  ‘like’….   •  Nigel  O’Hara  offers  £1  off  1st  purchase  IF  you   Facebook  ‘Like’  him  
  17. 17. www.dreamagility.com   Copyright  Dream  Agility  2013     16000+likes  driving  CRM.  Then  send  follow  up  FB   promo?onal  offers  direct  to  users  
  18. 18. www.dreamagility.com   Copyright  Dream  Agility  2013     Summary  of  the  modern  customer   •  In  the  last  year,  more  knowledge  about  price  than   ever  before.   •  Can  access  prices  due  to  Google  PLAs  and  mobile   phones  faster  than  ever  before.     •  Have  no  issues  picking  your  brains  and  going   online.   •  Relentlessly  read  and  leave  reviews.   •  The  higher  your  Google  review  ra?ng,  the  more   money  you  make.    
  19. 19. www.dreamagility.com   Copyright  Dream  Agility  2013     Reviews,  where  do  I  begin?   •  20%  of  Google  searches  have  ‘local   intent’  (Google  2012).   •  This  is  essen?ally  where  the  bread  and  buler   of  High  St  marke?ng  –  Yellow  Pages  and   Classifieds  in  Local  Press  has  essen?ally  been   replaced  by  Google  Maps.     •  Therefore  focus  ini?ally  on  appearing  for   local  searches  in  your  area.  
  20. 20. www.dreamagility.com   Copyright  Dream  Agility  2013     Start  with  Google  Maps  and  get  listed    -­‐  You  don’t  even  need  a  website,  but  it  helps.      
  21. 21. www.dreamagility.com   Copyright  Dream  Agility  2013     Then  turn  showroomers  into  reviews   When  selling  a  branded  item,  and  the  close  is  not   coming,  don’t  let  them  show  room:   •  Have  an  iPad  instore,  show  the  price  online  vs.  your   price  &  price  match  if  required.     •  Close  the  deal.     •  Then  get  them  to  leave  you  a  Google  Map  Review  on   your  iPad  saying  how  you  match  online  prices  and   gave  great  advice.    
  22. 22. www.dreamagility.com   Copyright  Dream  Agility  2013     If  you  don’t  have  a  TRANSACTIONAL   website……….   •  “of  47  watch  and  jewellery  brands  examined  by  L2   in  the  Digital  IQ  index  last  October,  less  than  50  per   cent  are  ecommerce  enabled.  Paton  (2013)   •   Luxury  brands  with  transacJonal  websites  register   nearly  +50%  YoY  growth  vs.  those  without,  and  see   more  than  1.5  Jmes  as  many  Google  searches  as   brands  who  have  yet  to  sell  online.       •  Jewellers  Ark  now  provide  members  with  the  exact   same  Dream  Agility  website  they  use.    
  23. 23. www.dreamagility.com   Copyright  Dream  Agility  2013     With  Online  Prices  driving  margins   down  what  else  can  independents  do?   •  Join  buying  groups  –  Jewellers  Ark  has   formed  its  own  which  invites  applica?ons.   This  enables  independent  jewellers  to   compete  by  obtaining  lower  supplier  prices.     •  Analyse  your  customers  behaviour  like  you   are  Amazon…….  
  24. 24. www.dreamagility.com   Copyright  Dream  Agility  2013   Do  you  know  what  your  customers   are  looking  at  on  your  website?  
  25. 25. www.dreamagility.com   Copyright  Dream  Agility  2013   How  about  in  your  physical  store?   •  Michael  Hoare  (2013)  stated  that  independent   jewellers  have  failed  to  adopt  “less  is  more”  in   window  displays.     •  Where  do  I  begin?  Get  some  KPI’s.     •  Euclid  uses  WiFi  to  track  customers  smartphone   movements  in  and  around  your  store  providing   measures  for  foovall,  visit  dura?on,  dwell  ?me,  etc.     •  Boingo  and  a  host  of  other  wi-­‐fi  start  ups  alrac?ng   major  investment  from  Silicon  Valley  
  26. 26. www.dreamagility.com   Copyright  Dream  Agility  2013   How  about  in  your  physical  store?  
  27. 27. www.dreamagility.com   Copyright  Dream  Agility  2013     Conclusion   •  Over  the  next  12  months,  brand  prices  will   con?nue  to  fall  driven  by  the  web  &  mobile.   •  Online  Price  &  Reputa?on  increasingly  malers   to  in-­‐store  foovall  and  sales.   •  High  Street  Jewellers  must  change  their   approach  to  thrive,  not  just  survive.     •  In-­‐store  Wi-­‐Fi  technology  will  roll-­‐out  in  many   stores.    
  28. 28. www.dreamagility.com   Copyright  Dream  Agility  2013   Recommenda?ons   •  Brands  –  get  a  transac?onal  website!!!!!   •  High  St  Jewellers     -­‐  Get  listed  on  Google  maps  even  if  you  don’t  have  a   website     -­‐  Join  buying  groups.     -­‐  Know  the  online  as  well  as  high  street  prices.   -­‐  Get  an  iPad  for  in-­‐store  use.    
  29. 29. www.dreamagility.com   Copyright  Dream  Agility  2013   Recommenda?ons   -­‐  Turn  more  volume  at  lower  prices   -­‐  Make  a  sale  then  get  an  online  review   -­‐  Monitor  your  online  reputa?on  and  presence.     -­‐  If  you  don’t  have  one,  take  ac?on  now.     -­‐  Explore  new  WiFi  technologies  that  are  rolling  out  in   the  USA  as  we  speak.     -­‐  Plan  to  do  something  –  doing  nothing  is  not  an   op?on  
  30. 30. www.dreamagility.com   Copyright  Dream  Agility  2013   Benefits  of  Joining  Jewellers  Ark   -­‐  More  Orders     -­‐  Bulk-­‐buying  discounts     -­‐  Foovall  into  store  to  collect  orders   -­‐  Access  to  new  suppliers  and  brands  not   previously  available  to  you   -­‐  Commission  on  sales  placed  via  the  Jewellers   Ark   -­‐  A  free  lis?ng  on  the  Jewellers  Ark  website  

×