This presentation is by Elizabeth Clark, Director of Dream Agility and Jewellers Ark performed to a packed workshop at IJL 2013 at Earls Court, London. Clark discusses how Google is driving prices ever lower in the jewellery industry and how independent jewellers must adapt. Furthermore Clark argues that consumers are more price knowledgeable than ever before due to Google PLA ads and more discriminating based on the wide availability of online review services, which once again are being promoted in Google Places, Google PPC listings, and using rich snippets. This has led to 45% of footfall engaging in 'show-rooming'. Finally, she highlights some excellent use of the Facebook API by Nigel O'Hara, an Irish Jeweller who now has over 16000 likes and shows how he achieved this.

1. www.dreamagility.com
Copyright
Dream
Agility
2013
“Everything you need to have in your online
armoury - social, apps, web and mobile for the
next 12 months using the jewellersark.co.uk case
study”.
Presented by Elizabeth Clark
Director Jewellers Ark and Dream Agility

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.
• We
built
jewellersark.co.uk
and
manage
all
itsa
online
marke?ng.

3. www.dreamagility.com
Copyright
Dream
Agility
2013
Who
is
JewellersArk.co.uk?

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. www.dreamagility.com
Copyright
Dream
Agility
2013
Off
to
a
great
start…

6. www.dreamagility.com
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Dream
Agility
2013
What
we’ll
be
covering….
• Online
armoury
–
customer
behaviour
and
how
it
has
changed
even
in
the
last
12
months.
• Web
• Mobile
&
Apps
• Social

7. www.dreamagility.com
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Dream
Agility
2013
Pricing
&
Showrooming
• Thanks
to
Google
&
Amazon,
consumers
are
more
price
knowledgable
than
ever.

8. www.dreamagility.com
Copyright
Dream
Agility
2013
Pricing
&
Showrooming
• Richardson
(2013)
‘45%
of
foocall
now
showrooming’!
• ‘Showrooming’
customers
researching
offline,
then
going
online
to
find
the
cheapest
price.
• Whether
online
and/or
offline
must
convince
customer
the
price
is
right
or
they’ll
‘showroom’.

9. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
providing
a
free
service
for
no
sales
• So
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
consumer.
• And
then
the
consumer
buys
the
item
from
a
faceless
online
portal
to
be
delivered
to
their
home
typically.

10. www.dreamagility.com
Copyright
Dream
Agility
2013
With
Online
Prices
driving
margins
down
what
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.
• Repeat
business
–
get
the
sale
and
then
collect
customer
contact
informa?on
for
CRM.
Blue
Nile
25%
• Drive
word
of
mouth.

11. www.dreamagility.com
Copyright
Dream
Agility
2013
Brand
success
determined
by
having
own
transac?onal
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)
•
In
contrast,
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.

12. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
how
can
they
best
u?lize
the
web?
• 20%
of
Google
searches
have
‘local
intent’
(Google
2012).
• This
is
essen?ally
where
the
bread
and
buier
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.

13. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
what
can
they
do
on
the
web?
• Get
a
great
lis?ng
on
Google
Maps
• You
don’t
even
need
a
website,
but
it
helps.

14. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
when
the
customer
is
‘showrooming’
• If
they
are
going
to
leave
the
store………
• When
selling
brands
and
the
consumer
is
not
being
closed,
show
them
your
price
is
compe??ve:
• Have
an
iPad
instore,
show
the
price
online
vs.
your
price
&
price
match
if
required.
• Then
get
them
to
leave
you
a
Google
/
Facebook
Review
on
your
iPad
–
why?

15. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
turn
every
sale
into
more
sales?
• Online
Reviews
are
king
–
Trip
Advisor
Channel
4
documentary?
Gordon
Ramsey?
• Just
a
1star
increase
in
Yelp
Review
Ra?ngs
for
independent
restaurants
=
5-­‐9%
increased
revenue
(Luca
2010).
• Bolton
(2011)
–
70%
of
Ebay
users
leave
reviews
–
consumers
like
leaving
reviews!

16. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
turn
every
sale
into
more
sales?
• Gaur
(2011)
Reviews
are
“
high
uJlity
where
enJJes
are
long
lived,
feedback
captured
and
distributed,
and
past
feedback/experience
guides
buyer
decisions”.
• “A
large
number
of
independent
reviews
with
high
raJngs
give
consumer
confidence
to
oUen
unknown
online
‘brands’”.

17. www.dreamagility.com
Copyright
Dream
Agility
2013
Google
&
Review
Examples

18. www.dreamagility.com
Copyright
Dream
Agility
2013
High
Street
Jewellers
–
what
can
they
do
about
the
web
when
they
don’t
have
that
product?
• Websites
have
unlimited
stock
range
due
to
virtual
store
space.
Amazon
have
over
100
?mes
the
number
of
products
available
than
Walmart
worldwide
(own
Asda
in
the
UK)!!!!!!
• Become
an
affiliate
of
a
large
online
supplier
and
order
through
them
for
a
kick-­‐back.
• High
St
Jewellery
members
of
Jewellers
Ark
use
their
iPad
to
order
from
jewellersark.co.uk.
A
unique
code
to
that
jeweller
records
the
sale
as
coming
from
them
and
they
receive
a
%
of
the
sale.

19. www.dreamagility.com
Copyright
Dream
Agility
2013
Mobile
&
Apps:
what’s
happening?
• Can
anyone
tell
me
what
happened
to
Goldsmith’s
App?
• Many
find
web
commerce
tough
enough.
• Mobile
is
huge
but
some
firms
find
it
challenging
–
iOS,
mul?ple
different
handsets
&
screensizes
on
Google
Android.
• Mobile
updates
to
support.
A
number
of
very
large
retailers
have
abandoned
both.

20. www.dreamagility.com
Copyright
Dream
Agility
2013
Mobile
:
we’re
s?ll
doing
it!

21. www.dreamagility.com
Copyright
Dream
Agility
2013
Mobile
–
Google
Maps
are
even
more
important
• Google
knows
exactly
where
you
are
for
a
start
so
even
if
you
just
search
‘jewellers’,
the
map
appears.

22. www.dreamagility.com
Copyright
Dream
Agility
2013
Social
as
most
people
think
of
it
doesn’t
shir
products
–
its
a
myth,
but
• Nigel
O’Hara
offers
£1
off
1st
purchase
IF
you
Facebook
Like
his
website

23. www.dreamagility.com
Copyright
Dream
Agility
2013
Now
have
16000+likes
driving
CRM.
Then
send
follow
up
FB
promo?onal
offers
direct
to
users

24. 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.
• Safety
in
numbers!

25. 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
to
drive
supplier
prices
down
-­‐ Turn
more
volume
at
lower
prices
-­‐ Make
a
sale
then
get
an
online
review
-­‐ Become
an
offline
affiliate
for
online
web
stores

26. www.dreamagility.com
Copyright
Dream
Agility
2013
Benefits
of
Joining
Jewellers
Ark
• More
Orders
• Bulk-­‐buying
discounts
• Foocall
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
• The
opportunity
to
u?lize
a
Jewellers
Ark
powered
website
under
your
own
branded
domain
OR
a
JewellersArk.co.uk
online
store.
• The
possibility
of
using
the
Jewellers
Ark
brand,
subject
to
membership
level
• Training
in;
social
media
and
CRM
(customer
rela?onship
management.),
an?-­‐showrooming,
nego?a?on
skills
• Industry
insights
and
latest
online
trends