Merrick, NY--This is the first in a series of e-commerce thoughts from leading industry experts. More and more the marketplace is seeing a need and a demand for e-commerce. Not yet convinced? Check this out.
The Centurion spoke with Shane O’Neill of Fruchtman Marketing. We asked him one simple question: What are the first steps that better jewelers can/should take to become competitive online for 2017?
Of course, the answers are not as simple but we all need a place to start. Here’s what O’Neill shared:
“Build a plan. You should already have a great website experience (note I said great, not good) and have enabled e-commerce functionality; the next step is to build a plan and set expectations. Building that plan includes setting and sticking to a marketing budget and, if you want to succeed online, embracing the many digital marketing opportunities out there. Most retailers today dedicate 25% - 60% of their overall marketing dollars to online initiatives.
What do you want to accomplish in the next 12 months? Understand digital marketing is a very technical and sophisticated media. If you don't know what you're doing, you are already at a disadvantage. So, who's doing that for you? Establish KPI's and measure conversions. Most retailers don't do these things and as a result are left in the same stagnate rotation. Times are rapidly changing. Jewelers will either adapt or slowly become irrelevant.
Want to make 2017 great? Build a plan.”
Shane O'Neill speaking at the 2016 25 In 5 conference. For details on the 2017 25 In 5 event, click here.
There are a lot of specifics in his answer. Use the checklist below to see where you are and what areas you need to pay attention to in order to move forward online:
There’s the starting point, if you need one. Build a plan.
Here’s a great video of O’Neill talking about your store’s website that’s very relevant. Take a few quick minutes to check it out and get started on that plan!