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Business Plan
Foundation's of E-business/E-commerce
Presented to Ken Wong &
Bandiera Jewellers
July, 28, 2013
Max Tremblay
Table of Content (1)
• 

Executive summary ………………………………………………………………………………….

• 

3

Internal & External Situation analysis – 6 C’s
– 

Category ………………………………………………………………………………………

4-6

– 

Channel ……………………………………………………………………………………….

7-9

– 

Competititors …………………………………………………………………………………. 10-13

– 

Commerce ……………………………………………………………………………………

– 

Consumer …………………………………………………………………………………….

– 

Company ……………………………………………………………………………………… 19-20

14-15
16-18

• 

SWOT …………………………………………………………………………………………………..

21

• 

Waterfall Business Selection …………………………………………………………………..

22

• 

High Level Objectives & Strategies …………………………………………………………..

• 

Marketing Plan & Tactics …………………………………………………………………..

25-30

• 

End notes & References …………………………………………………………………..

31-35

• 

Appendices …………………………………………………………………………………….…..

36-52

• 

Competitive Analysis …………………………………………………………………..

37-47

• 

Market Information ……………………………………………………………..

48-51

Note: The plan framework is a hybrid combination of 4 key sources:
I. 
Dave Chaffey’s Ebusiness & Ecommerce Management Book, p 439-440 & p278 (1) (2),
II.  Consumer Packaged Goods Business Planning (3),
III.  Online Dynamic Planning (4)
IV.  Ken Wong, Foundations of E-Business, Week 11 powerpoint presentation (5)"

24

2"
Executive Summary
The"purpose"of"the"plan"is"to"provide"an"overview,"opportunity"assessment"and"recommended"strategies"&"tac:cs"for"Bandiera"Jewellers"to"
drive"sustainable"revenue"and"profit"growth."I"believe,"this"document"will"s:mulate"new"ideas,"that"will"reAinvigorate"Bandiera’s"long"term"
brand/business"health,"while"ensuring"to"maximize"short"term"retail"traffic"&"sales.""
This"plan"recommends"
1.  Inves(ng*online,*by*fully*leveraging*this*channel*to*expand*digital*show*rooming,*store*traffic*and*new*ecommerce*offering.**
a.  Redesign"the"website"to"deliver"a"strong""shopping"and"research"experience,"that"will"generate"leads"and"sales"
b.  Launch"new"ecommerce"&"wish"list"func:onality."Start"the"product"offering"with"Bandiera’s"own"custom"diamond"jewellery"line,"and"extend"selling"
products"from"brands"that"are"already"selling"directly"online"in"Canada"(Yuman,"Hermes,"Gucci)"
c.  Develop"exci:ng"new"product"focused"digital"content"that"can"be"used"across"all"devices"(PC/mobile),"touch"points"&"social"media"plaTorms"

2.  Build*brand*awareness*&*affinity*with*core*target*via*tradi(onal*medium*and*social*media.*
a.  Leverage"the"exclusive"brand/product"news"to"share"Bandiera’s"growing"line"of"exclusive"high"end"jewellery"offerings.""
b.  Delight"&"engage"our"core"target"of"MEN"35"yrs+,"highly"affluent"status"seeking"($100K/year)"Torontonians,"who"look"for"rare"&"exclusive"jewellery."
They"enjoy"the"very"best"that"life"can"offer"and"styles"that"are"elegant,"not"flashy"but":meless.""

3.  Drive*ultra*local*retail*&*online*traffic*via*LBS,*Mobile*and*targeted*medium"
4.  Build*a*CRM*strategy*to*build*a*robust*customer*rela(onships*with*loyal,*new*and*dormant*customers.*This*will*lead*into*the*
development*of*new*content*that*can*be*used*across*plaKorms,*including*Own*site,*Social*Network*and*newsleOer.**
Risks*&*Ra(onale*
• Capitalize"on"the"robust"sales"growth"of"jewellery"products"at"retail"(CAGR"+14%"A"2008A12)"(6)*(7)*,and"the"emergence"of"online"players"now"
accoun:ng"for"~5%"of"sales"growing"+30%"YOY"(8)*(9)*
• Align"the"business"with"Canadians"ac:ve"researching"and"shopping"for"Jewellery"goods"online"(36%"claim"to"use"the"web)."(10)"
• Eventual"entry"of"major"high"end"jewellery"brands"to"sell"directly"to"consumers"via"online"or"through"bou:ques."Brands"have"increased"their"
marke:ng"and"customer"loyalty"programs"to"ensure"bejer"connec:ons"and"communica:on."(11)"(12)"
• We"acknowledges"the"risks"with"shipments,"payment"and"insurance"with"jewellery."However,"there"are"enough"processes"that"exists"in"
market"to"mi:gate"the"risks."

3"
Situa(on*Analysis*–*Category**
Although"smaller"compared"to"other"retail"segments,"specialty"jewellery"retail"stores,"have"
experienced"robust"+14%"growth"over"the"last"5"years,"growing"3.5%"in"2012"VYA."(7)"
Canadian*Retail*Channel*Sales*Growth*2008Z2012**

Source"–"Sta:s:cs"Canada"Table"080A0020,"“Retail'Sales,'by'industry'(Annually)'–'Jewellery,'luggage'&'leather'goods'stores'“,'(Canada:"2008"to"2012),"
hjp://www.statcan.gc.ca/tablesAtableaux/sumAsom/l01/cst01/trad15aAeng.htm""

4"
Situa(on*Analysis*–*Category**
Although"small,"specialty"jewellery"retail"stores,"have"experienced"robust"+14%"
growth"over"the"last"5"years,"growing"3.5%"in"2012"VYA."
Online*vs*Retail*Sales*Market*Sizing*Es(mate*2012**

Sources"–"High"Level"rough"es:mate"based"on"mul:ple"sources"including,"Sta:s:cs"Canada"(6),na:onaljewellers.com(8),"Highbeam.com"(9),"
internetreailer.com"(13"&"14),"my"solitaire.com"(15),"annual"reports"from"Signet"Corpora:on"(16),""Zales"Corpora:on"(17),"Tiffany"(18),"Blue"Nile"(19),"
Ebay"(20)"&"Amazon"(21),"and"ar:cles"from"Forrester"research"(22)"and"the"globeandmailc.om"(23)"

5"
Situation Analysis – Category
Insights

Strategic Implications

Opportunities for Bandiera

Canadian retail sales of Jewellery exceeds $2.9
Biilion/year (6), experiencing strong +9% growth

Canadian consumers continue to
actively use retail point of sales to

Capitalize on the high level of
interest & search activities to

YOY in 2013 (7), and one of the strongest organic

fulfill their needs for Jewellery

drive foot traffic

Brick & Mortar sales remain dominant representing
~95%+ of sales. In 2012, US retailer Signet

Although online % sales is small, it is
rapidly growing as consumers

Suppliers limit retailers ability to
sell online, however expand

Jewelers reported that ecommerce sales

expand it use for research, and

“show rooming” & expertise in

represented a small 3-4% of revenue, but are
growing rapidly +48% & 20% in the US and UK

confidence grow in buying.

the product offered. Explore
diamond jewellery.

Luxury Jewellery makers /suppliers, will
progressively move to sell directly to consumers,

Retailers must be in a ready state to
start ecommerce, and build stronger

Expand website functionality,
content and product visibility

especially watches (11) (12) (13)

1-to-1 customer relationships

Keep traffic onsite. Explore CRM

+14% growth from 2008-2012

respectively. (16) For Tiffany, ecommerce accounts
for 6% of sales (13)

& lead generation opportunities
Continued Jewellery sales growth is expected tracing
to the increasing number of working women and

Opportunities for retailers to use
diamond as a way to build own

Enter the own line of custom
diamond Jewellery, that could

subsequently wages, driving their need for more

brand design and craftsmanship

help drive leads via wish list or

custom Jewellery design (16) (26)

ecommerce sales

6"
Situa(on*Analysis*–*Channel*Z*Luxury*Jewellery*Segmenta(on*
The"dominant"sales"channel"remains"retail"for"Luxury"Jewellery,"however,"it"is"cri:cal"to"have"a"strong"online"presence,"with"
deep"product"informa:on"to"gain"authority,"drive"store"traffic"and"selec:on"regardless"of"price."Ecommerce"will"only"grow"
as"consumers"become"more"comfortable"and"trust"the"channel."

Service*and*Product*Trial*

High"Touch"

Bricks"&"Mortar"
Must"see/try"and"op:mize"
secure"transac:on"

Branded"Necklace"

Bricks"&"Clicks"
Research"online"must"try"before"purchase"

Engagement"rings"
Moderate"
Diamond"
EAcommerce"
Shopping"can"be"
completed"online"

Tiffany"Rings"
Ulysse"Nardin"Watches"

Rolex"watches""

Store"Brand"Necklace"

Tag"Heuer"watches"

Low"Touch"
Affordable"(<$1.5K)"

Luxury"$1.5A15K"

Jewellery*Segmenta(on***

High"End"Luxury"$15k+""

Source"–"Interview"with"Giorgio"Bandiera"at"Yorkville"Store"on"July"18,"2013"(24),"Chaffey,"Dave,"EABusiness"&"EACommerce"Management,"5th"
Edi:on,"2011,"SWOT"Analysis,"UK,"p"278"(25),"Pandora"Jewellery"Retailer"website"consumer"segmenta:on"(26)""

7"
Situa(on*Analysis:*Channel*Z*Porter’s*5*Market*forces*(27)***
Customers*Powers:**
• Greater"use"of"online"to"conduct"research"(10)"
• Introduc:on"of"online"intermediaries"(ebay,"amazon)"(11)"(12)"
• Increasing"confidence"in"buying"high":cket"goods"online""
• Visit"a"store"to"touch/feel"Jewellery,"then"buy"online"(12)"

Suppliers:*

Subs(tutes:*

• Tight"distribu:on"control,"not"allowing"

• Increased"demand"for"custom"diamond"

retailers"to"sell"online"(24)"(12)"

Jewellery"(26)"

• Insurance,"Security"&"shipping"(24)"(12)"
• Supplier"owns"deeper"customer"experience"
Bandiera’s"website"drive"to"supplier"site"

• Aver"market"preAowned"Jewellery""

• Limited"retailer"support"(24)"

• Other"luxury"goods"(cars,"clothing,"an:ques)""

Compe(tors:*
• Supplier"brands"to"launch"own"stores"(12)"(11)"
• Offer"online"purchase"&"pick"up"inAstore"(16)"(13)"(18)"
• Tiffany,"Birks"have"strong"control"of"own"custom"designed"
Jewellery"brands"(28)"(29)"

High"Impact"

Moderate"Impact"

• Online"retailers"ability"to"offer"unlimited"
number"of"designs"(11)"

New*Entrants:*
• Suppliers"brands"start"selling"directly"online"(40A54)"
• U.S."Bricks"retailers"selling"online"(via"EABay)"(38)"
• Aver"market"TransAna:onal"Jewellery"ecommerce"players"
Ebay,"Amazon,"Blue"Nile"and"more"(29)"

No"Impact"

Source"–"Chaffey,"Dave,"EABusiness"&"EACommerce"Management,"5th"Edi:on,"2011,"SWOT"Analysis,"UK,"p257A260"(27)""

8"
Situation Analysis – Channel
Insights

Strategic Implications

Opportunities for Bandiera

Consumer Powers: For high end jewellery, a
high % of Canadians 36% (10) use online to

Consumers confidence in buying high end
jewellery online is growing, forcing more

Develop an online “readiness” plan
that include a) new site

research, who can visit a store to touch/try the

brands/suppliers to sell online.

2) ecommerce for 1-2 product lines

jewellery, then buy online.

3) lead generation/email

Suppliers Powers: Are defending vs online
via increase marketing spend, social media

Small independent retailers must adapt to
balance how to 1) represent supplier

Partner with 1-2 high end suppliers
(Watches) to sell online, some or

support (12) & events to get closer to

brands, 2) own the customer relationship

all of the product offering.

consumers. They are enforcing strict rules of
“no online sales” for its retail partners. (24)

3) defend against online.

Competitors: Suppliers will start opening
own storefront (Hermes). Tiffany, Birks and

Local retailers must use local listing,
location based services and smart social

Start web redesign and expand
social media content presence on

large retail chains, have strong “Store Brands”

media content development to maximize

Google+, youtube, Foursquare,

loyalty & can maximize Brick & Clicks sales
(Buy online, pick up in store). (40) (31) (32)

search ability, service and product lines.

Yelp. Develop the content once but
can be duplicated across platforms.

New Entrants: Emergence of pure click Blue
Nile, Amazon & Ebay. Driven by the US

Monitor the impact of sales on high end
watches and propose new online business

Work together with suppliers
brands on hybrid Brick & clicks

retailers who populates & leverage both

model with Suppliers. Explore building own

ecommerce offering where

platforms to sell into Canada. Suppliers could
start selling online. (38) (39)

brand design and craftsmanship

consumer can buy online but pick
up the product instore.

Substitutes: Consumers can research, find

Retailers may decide if they want or not

Develop own store brands of

and purchase pre-own or new in the box high

enter the pre-own business, so they can

jewellery to consumer direct.

9"
Situa(on*Analysis*–*Compe(tors*Benchmarking*(28*to*39)*
Sales*

Bandiera*Jewellers*(30)*

Tiffany*(31)*

N/A"

WW"$3.6"Billion"(+6%)/N.A"
1.3Bill"
No"
6%"of"total"(+14%"YOY)"
Jewellery"is"art."It"is"about"skilled"Horizontally"integrated"full"
cravsmanship,"ajen:on"to"
service"ultra"high"end"jewelry"
detail"and"elegance."Our"
brand"and"retail"stores"
reputa:on"is"built"on"quality"
service"

Birks*(32)*

$292"million"(A3%)"

Spence*Diamond*(33)*(34)*

N/A"

Watch*Finder*(35)*

N/A"

Yes"not"available"
Yes""
Unique"offering"with"3200"ring" Buy"and"sell"Gold,"
designs,"they"offer"glass"&"brass,"Diamond,"Jewelers"and"
which"are"prototype"in"an"open" branded"watches"in"
case"for"public"to"try,"who"
Toronto,"Canada"at"reliable"
thenwill""custom"fit"and"
prices."
manufacture."
2"in"Toronto"
12"in"Canada/"3"in"Toronto"
32"in"Canada"
In"Canada"7/Toronto"3""
#*stores*
In"Toronto"2"
Yes"A>"Shopping"Bag"A"Free"
Yes"A"My"Blue"Box"
Yes"A"Shopping"Cart"
ecommerce* No"
Yes"A"Use"autodealer"back"
Shipping"for"orders"$175"
enabled*
end"
Yes"
Yes"
Yes"
*Web*Site*
Yes*
Yes"
No"
Yes"
Yes"
Yes"A"Customize"Page"
Wish*List**
No"
M
Target*Market** /W"A"35+,"affluent"with"a"house"Youthful"&"ac:ve"25A45"yrs"old" Women"25A54,"conserva:ve" Men"25A54"A"urban"young"male" MEN"25A54,"targe:ng"
and"cojage,"proud"and"have"a" women,who"enjoy"the"good" affluent,"loves"special"
who"know"nothing"about"jewelry"internet"savvy"Toronto"
taste"for"classic"style,"that"is"not" things"in"life"&"likes"to"show"it."" occasions"for"giving"but"
and"diamond"
based"buyers"(who"use"Kijiji"
flashy"but":meless"
prac:cal"in"her"offerings."
or"Ebay)"who"are"shopping"
for"deals"
Merceded,"Audi"or"Infinity"G35"" Audi"A6"or"Lexus"5"Series"
BMW"3"Series"or"Cadillac"
Honda"Accord"or"Subaru"
Volkswagen"or"pre"owned"
Car*they*
BMW"5""
would*drive*
Out"of"Home"
Out"of"Home"
Radio"&"Print"&"Out"of"Home"
Offline*Media* Print"&"OOH"
Print"
No"
PPC/Ad"Display"
PPC/Ad"Display"
None"
PPC/Ad"Display"
Online*
%*of*ecom*
Business*
Model*

N/A"
Horizontally"integrated"full"
service"jewelry"store"

Social*Media* Facebook"

Facebook*

Downstream"experiience"A"Use" Downstream"experiience"A" Has"no"social"media"presence"
similar"content"across"all"
Use"similar"content"across"all"
plaTorm"
plaTorm"
""
yes"A"552K"followers"(World"
YesA>"3944"followers"
No"
Wide)"
@birksjewellers"
Yes"A>"435likes"A"10"discussions" Yes"A"4.3Million/151K"talking" Y"A"52K"likes"/"1500"talking" Not"ac:ve"

Pinterest*

No"

Y"A>"290"Pins"&"29"Boards"

Foursquare*

No"

Yorkville"Store"A>1.2K"Check"ins"151"Check"in"
7.3/10"
Yes"
Yes"

TwiOer*

email*sign*up* No"
Mobile*

No"

No"

Y"A>"1621"Pins"&"41"Boards"

Yes"

No"
No"
No"
Yes"A"Ring"Size,"Store"Finder"

Twijer"
12,00"followers"
No"
No"
No"
""
""

10"
Situa(on*Analysis*–*Compe(tors*
""
Sales*

N/A"

Watch*It*(36)*

Blue*Nile*(37)*

EBAY*(38)*

Amazon.com*(39)*

Gross"Sales"%"$175Billion/$1Billion" Gross"Sales"$61Billion/$1Billion"
Jewellery"
Jewellery"
100%"100%/Jewellery"is"1A3%"of"sales"
100%/Jewellery+Apparel"~8%"of"
%*of*ecommerce* Yes"
sales"
Sells"own"custom"design"diamond" Open"market"50/50"mix"of"retailers" Sell"branded"and"own"label"jewellery"
Business*Model* :"is"the"premium"specialty"
watch,"sunglass"&"accessory"
jewellery,"and"apply"saving"via"
&"individual"selling"high"end"
items."There"is"an"open"marketplace"
bou:que"that's"changing"the" ver:cal"integra:on."Offer"design"
jewellery,"diamond"engagement,"
for"retailers"to"sell"their"own"brands""
face"of":me"Offer"products"that" your"own"jewellery"
own"brands"custom"jewellery"
"
encompass"innova:ve"design"
and"tech"advancement"
24"in"Canada/"10"in"Toronto"
No"
No"
No"
#*stores*
Yes"with"Shopping"cart"
Yes"with"Shopping"cart"
Yes""
Yes""
ecommerce*
enabled*
Online*Web*Site* Yes"
Yes"
Wish*List**
Target*Market** MEN"&"WOMEN,"18A34"
targe:ng"first":me"buyer"up"&"
coming,"but"budget"conscious"

$400"million"+15%"YOY"

Yes"
Yes"
Yes"
Yes"
Yes"
Yes"
Women"25A54,"internet"savvy"
Internet"savvy"shoppers"looking"to" Internet"savvy"shoppers"looking"to"
diamond"jewellery"enthusiast"
buy"a"unique"jewellery"at"a"fair"price.""
buy"a"unique"jewellery"at"a"fair"price.""
looking"to"be"buy"diamond"jewellery"
at"a"fair"price.""
Volkswagen"or"Toyota"
Volkswagen"or"Toyota"
Volkswagen"or"Toyota"
"
"
"

Car*they*would*
drive*

Do"not"drive"a"car"

Offline*Media*
Online*
Social*Media*

Transit"
None"
Some"likes"

No"
PPC/Ad"Display/RTB"
""

Events,"Print"
PPC/Ad"Display/RTB"
""

Free"Shipping"
PPC/Ad"Display/RTB"
""

TwiOer*
Facebook*
Pinterest*
Foursquare*
email*sign*up*
Mobile*

Yes"
Yes"
Yes"
No"
Yes"

7697"followers"
455K"likes"
48,000"followers"
No"
Yes"

YES"
Yes"
""
No"
Yes"

YES"
Yes"
""
No"
Yes"

Yes"

Yes/Iphone,"Android/MAcommerce" Yes/Iphone,"Android/MAcommerce" Yes,"Kindle,"IOS,"Tablet,"Android"

11"
Situa(on*Analysis*–*Compe(tors*Analysis*to*Value*Segmenta(on**
Mul:na:onal"Brick"&"Mortar"retailers"and"online"ecommerce"sites"competes"in"both"mid"to"
high"end"luxury"segments,"with"fully"func:onal"product"sites."This"empowers"consumers"to"
research"&"shop,"then"visi:ng"a"store"to"touch,"feel"and"try"on"the"jewellery.""

Service*and*Product*Trial*

High"Touch"

Bricks"&"Mortar"
InAstore"Service"

Bricks"&"Clicks"
Merchandise"online."Sells"in"store"

Moderate"

Low"Touch"
Affordable"(<$1.5K)"

EAcommerce"
Sell"Online"

Luxury"$1.5A15K"

Consumer*Value*Segmenta(on***

High"End"Luxury"$15k+""

Source"–"Pandora,"Site"Consumer"segmenta:on"(26),"Chaffey,"Dave,"EABusiness"&"EACommerce"Management"p.278"(25)""

12"
Situation Analysis – Competitors
Insights

Strategic Implications

Opportunities for Bandiera

National Brick & Mortar chains, Tiffany & Birks
have extensive/product rich web sites

Big retailers can leverage their scale to
develop immersive online experience

Leverage some of the immersive
tactics to build a deeper connection

including ecommerce functionality. (31) (32)

to further develop a relationship with

with existing customers on selected

They leverage diamond & own custom
Jewellery brands to drive sales.

customers.

product lines.

Small-Mid size Brick & Mortar retailers such as
Spence (32) & Watch It (36) can combine

Local retail jewelers can defend
against large retailers by focusing their

Develop plan and communication
strategies that balances a strong local

online & retail to sell directly to consumers,

USP around a core competencies.

reach to drive store traffic and some

focusing on their core proposition. They use
local media (Radio & Print) to drive store &

Online is very effective in educating
consumers on their jewellery offerings.

of the rare to find/exclusive high end
Jewellery Bandiera carries (i.e. Ulysse

site traffic.

Nardin, branded/custom diamond)

Small after market high end retailers Watch
Finders (35), leverages online to aggressively

Online/Mobile web is a key part of
explaining the brand value, providing

Redesign the website to create a
more product focus experience and

sell, merchandise and educate their product

deep insights into high end Jewellery

opportunities to connect and drive to

that pushes to their retail locations.

& store unique offerings.

the store.

Pure e-commerce site E-bay (38) and Amazon
(39) sell a wide variety of Jewellery, with little

Increased pricing & distribution
pressure, as Canadians become more

As part of the new website design,
launch an ecommerce site for

to no issues with shipments, insurance and

comfortable with using ecommerce to

diamond Jewellery (custom) that can

returns. US based brick & mortar stores are
using Ebay as beachfront to sell into Canada

buy high end luxury Jewellery from US
retailers

act as lead generation for the full
product offering.

See"appendix"for"visual"comparison"for"each"compe:tor"

13"
Situa(on*Analysis*–*Commerce*Z*Top*10*US*online*Jewelers*(11)*
Customer"reviews"of"the"top"10"US"
online"jewelers,"provides"an"
insighTul"look"at"how"brick"&"
mortar,"brick"&"clicks"and"pure"click"
compare"on"5"key"criteria's"
including"Price,"Product"Selec:on,"
Service,"Shipping"&"Returns"&"
Customer"service"
"
Tiffany"and"Blue"Nile"are"poten:al""
direct"compe:tors"to"Bandiera"in"
the"high"end"luxury."Tiffany"use"
online"as"brochure"ware."

14"
Situation Analysis – Commerce (11) (29 to 39)
Insights

Strategic Implications

Opportunities for Bandiera

Product Selection: Online jewelers can offer a
very wide selection (thousands) of items/designs.

Online/ecommerce channel is limited
by not being able to fully convey

Expand web site offering (diamond)
& increase product info on site to

Online is a convenient and powerful research tool

jewelries external visual qualities

improve research and gain

able to organize on taste, type, occasion, price.

authority with visitors.

Trial: Jewellery carries strong sentimental
emotions, status building and attachment. It often

Online/ecommerce channel
limitations & cannot convey external

Currently all detail product info &
visual resides with supplier website.

requires a live “high touch” experience, in which an

visual qualities (brilliance, colour) or

Opportunity exist for Bandiera to

individual must touch & feel the Jewellery. However,
you can try in-store, then buy online.

physical attributes (weight, size and
feel)

improve show rooming.

Security: Luxury Jewellery is subject to fraud for
both from the seller & buyers. Online retailers have

Determine level of risk involved by
increasing online presence. Duplicate

Test supply chain & distribution
strategy with diamond and custom

to provide transactional security, & require extra

(if possible) Amazon’s insurance/

own Jewellery products

personal information (SIN, Passport). (39)

payment processes.

Pricing: Online offers better pricing via (11)
comparison and research. However, Jewellery

In the case of High end luxury
Jewellery, leverage the appeal of

Gain loyalty via increased
communication w/active customers.

remains an expensive purchase requiring validation.

having brand product exclusivity.

Develop exclusive offers/events.

Shipping & Returns: Flexible shipping and
returns are crucial. Insurance on product shipments

Similar to security adopt best in class
shipping, returns and insurance.

Provide no hassle return with 100%
customer satisfaction and full

is vital as well as ensuring that there will be

refund.

someone to provide a signature. (29) (39)

15"
Situation Analysis – Consumers – % Canadian Shop online
Jewellery"&"clothing"have"a"very"incidence"of"online"research,"as"36%"of"Canadians"(10)"claim"
to"shop"online."Online"is"especially"popular"with"the"younger"and"affluent"24A44"yrs"age"
groups."
2010*Canadian*Internet*use*to*order*goods/services*–*Adults*16yrs*+*

Drugs"

3.1"
6.9"

Home"Improvements"
Food"or"Beverages"

10.8"

Sports"

11"
12"

Housewares"

12.2"

Health"&"Beauty"
Giv"Cards"

14.7"

Computer"

15.1"

Photographic"Svcs"

15.6"

Other"Goods"

15.7"
18.6"

Toys"&"Games"

20.1"

DVD"
Consumer"Electronics"

22.4"

Sovware"

23.2"

Music"

29.5"
32.2"

Memberships"
Jewellery,"Clothing"

36.3"
40.2"

Books,"Mag,"Newspapers"
Tickets"

47.7"
55"

Travel"
0"

10"

20"

30"

40"

50"

Source:"Stats"Can"2010A2013"Internet"shoppers"include"individuals"who"used"the"Internet"to"order"goods"or"services"for"personal"or"household"use"in"
the"past"twelve"months"from"any"loca:on."Orders"may"or"may"not"have"been"paid"for"over"the"Internet."Excludes"orders"for"a"business."

60"

16"
Situation Analysis – Consumers – Bandiera’s Income*by*CMA*
Opportunities exist for Bandiera to target similar profile high end Jewellery buyers by
in local GTA arean (58). Further, they can drive store & online traffic via improved SEO
ranking, reputation, mobile browsing and social."
Bandiera’s Demo profile
in"Woodbridge"

Bandiera’s Demo profile
in"Yorkville"

Source"–"Globalnews.com,"“Income"by"postal"code:"Mapping"Canada’s"richest"&"poorest"neighbourhoods”,"(Canada"
hjp://globalnews.ca/news/370804/incomeAbyApostalAcode/"""

17"
Situation Analysis – Consumers
Insights

Strategic Implications

Bandiera Opportunities

More than 36% of Canadians aged 16 yrs+,
use online to research and shop for Jewellery

Leverage online shopping to drive to
information and product rich site, that

Capitalize on trend to build a richer
website with more pics & product

Luxury goods in 2010. It is one of top 5 most

will establish authority and drive leads,

info, minimizing traffic flow to

active categories with 16-25 & 25-44
consumers. (10)

purchase & store traffic

supplier site, & own the relationship.

Research on local merchant listing sites,
Google Maps and LBS apps, shows that very

Opportunities exist for high end Jewelers
to drive local GTA/Ontario (58) store &

Bandiera should claim local listings
and mobile LBS sites with content

few jewellery retailers take advantage of

online traffic, improve SEO ranking,

update & information on

claiming/owning their space with content and
information. (58)

reputation, mobile browsing and social
connections by adding content to listing/

Foursquare, Yelp, 411.

maps/LBS sites
Independent high end jewellery retailers
select highly affluent locations in the GTA to

Select highly targeted offline and online
mediums that reach highly affluent

Explore offline media targeting the
ultra affluent (Cars, Island for sales).

maximize foot traffic & sales. (58)

potential customers in the GTA

Test Real time bidding platform to
drive site traffic

Customer service and strong one-to-one
relationships are critical to expand long term

Imperative for high end jewellery
retailers to collect customer information

Leverage existing customer data to
develop a CRM strategy. The goal

sales growth. This can be leveraged to

in order to nurture a long term

are to increase share of wallet with

communicate special offers or new product
information.

relationship.

active customers, reactivate
dormant and foster new leads

18"
Situation Analysis – Company – (24) (57)
Model*1*–*Current*–*Branded*Jewellery*&*Watches*(57)*
Bandiera"model"is"rela:vely"simple,"as"suppliers"of"watches"and"Jewellery"sell"&"ship"
directly"to"Bandiera"who"sells"at"retail"to"customers."(24)"
Suppliers"

Bandiera"Stores"

Consumers"

Model*2*–Evolving*Z*Diamond*&*Custom*Jewellery*(57)*
As"discussed"in"our"interview"(24),"Bandiera"could"start"to"start"to"sell"online,"their"own"
custom"diamond"Jewellery."The"objec:ves"would"be"to"1)"Drive"sales,"2)"Improve"online"
product"merchandising"and"3)"Lead"genera:on"to"drive"inAstore"traffic.""
Suppliers"

Diamond"
Wholesaler""

Stores"
Ecommerce"

Consumers"

CRM"

Model*3*–*Jewellery*suppliers*sell*directly*to*consumers*(57)*
Branded"Jewellery"suppliers,"have"started"to"move"a"direct"to"consumer"offering,"and"pushing"
online."Hermes"(47),"David"Yuman"(43)"and"Gucci"(46)"sell"directly"to"Canadians"online."(40)"
19"
Situation Analysis – Company – Supplier Analysis (40)
Bandiera"Jewellers"faces"direct"compe::on"from"manufacturer"brands"online"&"at"retail."Six"have"ecommerce"sites,"of"
which"three"compete"in"Canada"(Yuman,"Gucci,"Hermes)."In"addi:on,"2A3"more"brands"are"tes:ng"ecommerce"via"wish"list.""
Can"Bandiera"leverage"their"exclusive"rela:onships"with"5"high"end"suppliers"(Ulysse"Nardin,"Oris,"Parmagini)"(40)"(56)"

Source"–"Online"research"–"Tremblay,"Max"(40)"&"Chaffey,"Dave"Model"EABusiness"&"EACommerce"Management,"p"332"TBD"

20"
Situation Analysis – Company – SWOT (59)
""

Bandiera’s*Jewellers*SWOT*

""

Strengths’*

Weaknesses*

•  High"traffic"loca:on"in"key"young"&"highly" •  Suppliers"restric:ons"to"sell"online"(24)"
affluent"demo"area"(Yorkville)"(58)"""
•  Limited"brand"awareness"&"USP"
•  Established"loyal"customer"base""
•  Suspect"to"have"older"skewing"customers"
•  Have"the"exclusive"rights"to"sell"selected"
high"end"brands"(jewellery"&"watches)"in"

•  No"online,"with"minimal"web"site"
func:onality."Push"to"supplier"brands"

•  No"ecommerce"&"process"around"security"
&"insurance"provisions"
•  High"touch"1AtoA1"retail"customer"service"

Threats'*

Opportuni(es*

GTA/Ontario"(40)"(52)"

•  Jewellery"category"sales"growth"(retail"
up"+14%"2008A12)"(6)"
•  Expanding"usage/benefits"of"the"web"to"
conduct"research"&"buy."
•  Bandiera’s"access"to"digital"resource"

Maximize*local*foot*traffic*by*building*ULTRA* Redesign*web*site*to*offer*full*product*visual*
targeted*on/off*line*medium*that*finely*
&*and*researching*experience.*Develop*full*
reach*key*target*demo*of*highly*affluent*

3600*degree*visibility*and*contact*with*

status*seeking*($100K/year)*Torontonians.* customers*with*product*update*newsleOer,*
sign*ups*&*wish*list.*

(tech/marke:ng"headcount)"(24)"
•  Suppliers"mo:va:ons"to"expand"online"
(40"
•  Can"sell"own"diamond"jewellery"online"
•  Online"retailers"(Ebay,"Blue"Nile)"
•  High"end"Suppliers"brands"start"selling"
online"–"6"are"already"online"

Launch*eZcommerce*by*star(ng*to*offer*
Leverage*customer*base*and*more*ac(vate*
Bandiera’s*own*custom*jewellery*diamonds,*
with*a*defined*CRM*strategy*that*will***
&*some*of*jewellery/watches*fro*the*3*

a)  Foster*closer/deeper*rela(onships*with*
exis(ng*customers.*Grow*share*of*wallet*

•  US"retailers"ability"to"sell"offerings"online" suppliers*already*selling*online*in*Canada*
(direct"or"eAbay)"in"Canada"
b)  Generate*new*leads*to*nurture*into*sales*
c)  Reconnect*with*dormant*customers*
•  Undifferen:ated"Diamond"business"
•  Lose"exclusivity"on"watch/Jewellery"

Source"–"Chaffey,"Dave"Model"EABusiness"&"EACommerce"Management,"5th"Edi:on,"2011,"SWOT"Analysis,"p"254A256"

21"
Bandiera*Jewellers*–*Key*Business*Strategic*Choices**
What*are*our*goals*
and*aspira(ons?
*
•  Overall Mission?
•  Longer term financial targets
•  Key Success metrics

Where*will*we*
play?
*
•  Functionality
– Brochure ware or Ecommerce
•  Lines of business?
•  Geographies?
•  Consumer segments?

Mission:"Grow"LT"revenue"by"
20%"over"the"next"3"years"by"
expanding"store"traffic"and"
online"presence"

How*will*we*win*in*
chosen*markets?
*
• 
• 
• 
• 
• 

What*resources*
are*required*to*
win?
*

Marketing strategies?
Retail strategies?
•  Supplier resources?
Supplier strategies?
Partnership/Acquisition strategies? •  Human resources?
•  Financial resources?
Timing/Sequencing?
– Investment vs. Harvest?
•  Technology Systems?

Solidify"brand"with"affluent"
GTA/Ontario"customers"via"
exclusive"jewellery"brands"and"

Drive"local"store"traffic"while"

custom"jewellery"diamond"

inves:ng"online"to"ensure"LT"

Develop"a"technological"

leads,"sales"growth"and"

roadmap"to"be"ready"to"

customer"loyalty"

engage"in"ecommerce"and"
ac:ve"CRM""

Sources"–"Hybrid"models"from"Monitor,"Strategic"Waterfall"choices"&"CPG"Strategic"Marke:ng"selec:on"–"Tremblay,"Max"&"Resnick,"
Dave""A"2002A2009"(5)"

22"
Business*Objec(ves*&*Plans*

23"
Business*Objec(ves*
Business*
Objec(ves*

Drive"long"term"sustainable"revenue"

Value*
Proposi(on*

Bandiera"Jewellers"will"ignite"affluent"35yrs+"Torontonians"passion"for"
exclusive"high"end"watches"and"jewellery"

Business*
Plans*

Expand*new*digital*
show*rooming*and*
ecommerce*offerings*

Build*brand*
awareness*&*affinity*
with*core*target*

Drive*ultra*local*retail*
&*online*traffic*

Build*deeper*consumer*
rela(onships*and*leads*

1. Redesign*new*web*site*in*
order*to*deliver*

Business*
Strategies*

1. Con:nue/expand"successful"
print/OOH"campaign"for:""

1. Claim,"develop"and"add"content"
on"free"local"lis:ng"sites"for"both"
desktop"&"mobile"apps."Develop"
dis:nc:ve"engagement"
strategies"for:"

1. Ini:ate"CRM"project"to"capitalize"
on"store"&"online"sales"
opportuni:es"via"
a. "Increasing"visibility"and"
loyalty"with"exis:ng"customers"
for"repeat"purchases"
b. Manage"new"customer"leads"
from"sign"ups"/wish"list"to"
poten:al"sales"
c. Explore"loyalty"programs"
d. "Segment"and"manage"
customer"lifecycle"
2. Ac:vate"newslejer"&"email"
campaigns"with""
a. Exis:ng"customers"for"repeat"
visits/purchase"
b. Abandoned"leads"on"ecom"
c. "Dormant"customers"
d. Conduct"pre/post"purchase"
surveys
3. Use"experien:al"events"for"loyal"
customers"

a. Increase"user"engagement"via"
rich"content"
b. Create,"develop"and"
repurpose"web"content""
c. Drive"revenue"via"ecommerce"
on"selected"lines"
d. Build"customer"loyalty"
e. Use"responsive"web"design"
for"mobile"LBS"ready"
f.  Generate"leads"via"sign"ups.""

2. Maximize"search"engine"
performance"via"SEO"

a. Luxury"car/goods"magazine"
(Mercedes,"Audi,"Masera:)"
targe:ng"affluent"business"men"
25A54"with"$100K+/year."
b. Test"in"flight"print"ad"in"domes:c"
flights"(AC)"to"Toronto"(2X/year"in"
holiday"season)"
c. Use"in"Out"of"Home"billboards"to"
drive"foot"traffic"(Yorkville)""

2. Include/Test"special"ecom"
offers"and"new"product"
informa:on"to"drive"to"web"site"
and"a"different"offer"for"store."
3. Explore"partnership"with"local"
high"end"luxury"car"dealers"
4. "ReAengineer"Social"Media"
strategy"around"events"to""
increase"content"&"ver:cal"
distribu:on"on"more"plaTorms"

a. "Yelp"–"Claim"retail"space"&"reAuse"
SocMed"content."Test"targe:ng"to"
users"in"CMA"income"90K+"
b. Foursquare:"Claim"space"and"
reuse"SocMed"content"
c. 411/Yellow"Pages"–"Populate"key"
store"informa:on"

2. Leverage"demographic"profiles"
to"target"highly"affluent"CMA’a"
(Income$90K+/year)"via"Mobile"
&"other"mediums"
3. Develop"local"SEM/PPV"
campaign"to"drive"KPI"like"sign"
ups,"leads"&"transac:ons.""
4. Test"display"ads"on"Real"Time"
Bidding"plaTorm"to"drive"to"web"
site/store"

"

24"
Ac(on*Plan*Investment*&*Ra(onale–*Strategy*1*Z*Online*
Strategy"1)"Expand"digital"show"rooming"and"new"ecommerce"offering"

25"
Ac(on*Plan*Investment*&*Ra(onale–*Strategy*2*–*Build*Awareness*
Strategy"2)"Build"Brand"Awareness"and"affinity"with"core"target"market"

26"
Ac(on*Plan*Investment*&*Ra(onale–*Strategy*2*–*Build*Awareness*
Strategy"2)"Build"Brand"Awareness"and"affinity"with"core"target"market"

27"
Ac(on*Plan*Investment*&*Ra(onale–*Strategy*3*–*Local*Traffic*
Strategy"3)"Drive*ultra*local*retail*&*online*traffic*

28"
Ac(on*Plan*Investment*&*Ra(onale–*Strategy*4*–*Build*Awareness*
Strategy"4)"Build*deeper*consumer*rela(onships*and*leads"

29"
E-Business Strategies to push Site & Store
Online
Local
Sites

RTB

SEO

Email/
CRM

Bandiera
Web Site
Print &
OOH

SEM

Retail Stores
Mobile

PR

Social
Media

Events
End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper*
1. 

Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"Limited,"
2011),"p.439A440"

2. 

Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"Limited,"
2011),"p.391,"Figure"8.6""

3. 

Tremblay,"Max"and"Power,"Gary,"Consumer"Packaged"Goods"Business"Planning"6"C’s"Analysis,"Heinz"Canada,"(Canada;"2002A2005)"

4. 

Tremblay,"Max"and"Resnick,"David,"Online"Dynamic"Ecommerce"Planning,"Tac:cs,"Ra:onale"&"Ac:on,"Workopolis,"(Canada:"2005A2009)"

5. 

Wong"K.,"“Founda:on"of"eAcommerce"&"eAbusiness:"Week"5"–"Technology"Trends”,"(Por:o"Research""&"University"of"Toronto;"2013),"
Powerpoint"week"11"slide"22"

6. 

Canadian"of"Government,"Sta:s:cs"Canada"Table"080A0020,"“Retail'Sales,'by'industry'(Annually)'–'Jewellery,'luggage'&'leather'goods'
stores'“,'(Canada:"2008"to"2012),"hjp://www.statcan.gc.ca/tablesAtableaux/sumAsom/l01/cst01/trad15aAeng.htm"(Accessed"July"3,"2013)"

7. 

Canadian"of"Government,"Sta:s:cs"Canada"Table"080A0020,"“Retail'Sales,'by'industry'(monthly),'Jewellery,'luggage'&'leather'goods'
stores'“,'(Canada:"May"2012"vs"2013),"hjp://www.statcan.gc.ca/tablesAtableaux/sumAsom/l01/cst01/trad42aAeng.htm"(accessed"July"3,"
2013)"

8. 

Gassman,"Ken,"2012"US"Jewellery"retail"industry"sales"es:mates,"Na:onal"Jeweler,.com,"“IDEX'online'research:'Jewellery'sales'hit'record”;"
(US:"February"2013),"hjp://www.na:onaljeweler.com/nj/independents/a/~30283AIDEXAOnlineAResearchAJewelleryAsales,"accessed,"
(accessed"July"3,"2013)"

9. 

US"Jewellery"Industry"revenue"es:mates,"Highbeam.com,"“Jewellery"StoresA"SIC"5944"–"Industry"Report”,"(US:"The"Gale"Group,"2013),"
hjp://business.highbeam.com/industryAreports/retail/JewelleryAstores,"accessed"July"9,"2013)"

10.  Canadian"of"Government,"Sta:s:cs"Canada"Table"358A0157,"“Canadian'Internet'use'survey,'electronic'commerce,'electronic'orders'by'age'
group'and'type'of'good'and'service,'occasional'(percent)'“,'(Canada:"2010),"
hjp://www.statcan.gc.ca/pub/11A402Ax/2012000/chap/informa:on/tbl/tbl07Aeng.htm,"(Accessed"July"7,"2013)"
11.  2013"Best"Online"Jewellery"Website"Reviews"and"Comparisons,"toptenreviewed.com,"customer"survey"(US:"2013),"
hjp://onlineAJewelleryAreview.toptenreviews.com/index.html,"(accessed"July"7,"2013)"
12.  Ariel,"Adam,"Forbes.com,"“Luxury"Good"must"sell"online”,"(US:"May,"23,"2013)"
hjp://www.forbes.com/sites/arieladams/2013/05/23/luxuryAconsumersAvalueAproductsAnotAbuyingAexperiences/,"(accessed"July"16,"
2013)"

31"
End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper*
13. Moore,"Stefany,"internetretailer.com,"website,"“Larger"basket"size"drives"online"growth"for"Tiffany"&"Co.”,"(US;"march"26,"2013),"
hjp://www.internetretailer.com/2013/03/26/largerAbasketAsizeAdrivesAonlineAgrowthA:ffanyAco,"accessed"(July"8,"2013)"
14. Trends"&"Data,"internetretailer.com,"website,"“Amazon.com"sales"by"Category”,"(US;"2013),"
hjp://www.internetretailer.com/trends/eAretailers/,"accessed"(July"8,"2013)"
15. Luxeffect,"mysolitaireconcepts.com"(website),"“Fact"&"Figures"about"eAretail:"US"Online"Jewellery"Retail"Industry”,"(US:"2009)"
hjp://www.mysolitaireconcepts.com/fact_figures.html"(accessed"July"9,"2013)"
16. Signet"Corp,"Annual"Report"&"Website"2013,"(US:"2013),"hjp://www.signetjewelers.com/sj/pages/opera:ons/brandAreviews/onlinesales,"
(accessed"July"14,"2013),"eAcommerce"contribu:on"
17. Zales"Corpora:on,"Website"Annual"Report"2012,"(US:2013)"hjp://www.zalecorp.com/PressRoomDetails.aspx?id=74"(accessed"July"15,"2013)"
18. Tiffany"&"Co,"Annual"Report"2012,"(US:"2013),"hjp://viewer.zmags.com/publica:on/2dc63066#/2dc63066/1,"(Accessed"July"10,"2013)"
19. Demarco,"Anthony,"Forbes.com,"website,"“Blue"Nile"online"jewellery"retailer,"annual"report"2012”,"(US,"Feb"12,"2013)"
hjp://www.forbes.com/sites/anthonydemarco/2013/02/12/blueAnileAq4AsalesAupA21/,"accessed"(July"14,"2013)"
20. EABay"2012"Fiscal"year"financial"report,"
hjp://www.ebayinc.com/in_the_news/story/ebayAinc/ebayAincsAstrongAq4AandAfullAyearA2012Aresults"(accessed"2013)"
21. Amazon.com,"Online"Retailer,"Annual"report"2012"(US:"April"12,"2013),"
hjp://phx.corporateAir.net/phoenix.zhtml?c=97664&p=irolAreportsannual,"(accessed"July"12,"2013)""
22. Mulpuru,"Sucharita,"Forrester"Research,"for"Forbes.com,"website,"“Blue"Nile"online"jewellery"retailer,"annual"report"2012”,"(US,"March,"14,"
2013)"hjp://www.forbes.com/sites/forrester/2013/03/14/usAonlineAretailAsalesAtoAreachA370bAbyA2017Ae191bAinAeurope/"(accessed"July"
12,"2013)"
23. Silcoff,"Sean,"theglobeandmail.com,"“What"keeps"online"retail"in"Canada"from"clicking”,"(Canada,"May,"12,"2012)"
hjp://www.theglobeandmail.com/reportAonAbusiness/whatAkeepsAonlineAretailAinAcanadaAfromAclicking/ar:cle4178807/?page=all"
(accessed"July"10)"
24. Tremblay,"Max,"Insights"excerpt"from"an"Interview"with"Giorgo"Bandiera,"conducted"July"18,"2013,"at"the"Bandiera"Jewellery"Store,"Yorkville"
loca:on"(Canada,"2013)24"
25. Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"Limited,"
2011),"p.278,"Figure"5.15""

32"
End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper*
26.  Pandora"Jewellery,"corporate"websites,"“High"End"Jewellery"Product"Segmenta:on”,"Pandora"Customer"Research"(Netherland,"2012),""
hjp://www.pandoragroup.com/en/AboutAPandora/Franchising/PandoraAFranchiseAConcept/Industry"(access"July"18,"2013)"
27.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"
Limited,"2011),"p.257A260,"Figure"5.5"
28.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"
Limited,"2011),"Compe::ve"Benchmarking"p.397,"Figure"8.9""
29.  Tremblay,"Max,"Compe::ve"Benchmarking"Analysis,"“Review"of"data"&"informa:on"collected"for"each"compe:tors"online”,"(see"list"of"
company"web"sites"below)"
30.  Bandiera"Jewellers,"website,"home"page"(Canada:"2013),"hjp://www.bandierajewellers.com/,"(accessed"July"17,"2013)"
31.  Tiffany"&"Co,"Corporate"Website,"(US:"2013)"hjp://www.:ffany.com/Customer/ShoppingBag.aspx?isMenu=1&hdr=1&,"(accessed"July"
13,"2013)"
32.  Birks"Jewellers,"Corporate"Website,"home"page,"(Canada,"2013)"hjp://www.birks.com/,"(accessed"July"13,"2013)"
33.  Spence"Diamond,"Corporate"Website,"home"page,"(Canada,"2013),"hjp://www.spencediamonds.com/,"(accessed"July"13,"2013)"
34.  Wikipedia,"Spence"Diamond,"(Canada/US:"2010)"hjp://en.wikipedia.org/wiki/Spence_Diamonds,"(accessed"July"13,"2013)"
35.  Watch"Finder"–"Luxury"watch"&"gold"jewellery"Toronto"retailers,"focus"on"new/preAowned,"(Canada,"2013)"
hjp://watchfinder.ca/home1,"(accessed"July"16,"2013)"
36.  Watch"it!,"corporate"website,"(Canada"2013)"hjp://watchit.ca/companyAnews,"(accessed"July"16,"2013)"
37.  Blue"Nile,"website,"home"page"(US:"2013),"hjp://www.bluenile.com"(accessed"July"17,"2013)"
38.  Ebay"website,"jewellery"category,"(Canada,"2013),"hjp://www.ebay.ca/sch/JewelleryAWatchesA/281/i.html"(accessed"July"17,"2013)"
39.  Amazon.ca,"website,"jewellery"category,"(Canada,"2013)"
hjp://www.amazon.ca/s/ref=sr_nr_n_21?rh=n%3A5787354011%2Ck%3Adiamond+jewelry&keywords=diamond
+jewelry&ie=UTF8&qid=1374951651&rnid=5264023011,"(accessed"July"17,"2013)"
40.  Tremblay,"Max,"Bandiera"Jewllers"Supplier"Benchmarking"Analysis,"“Review"of"data"&"informa:on"collected"for"each"of"main"Jewellery"
Brands"carried"by"Bandiera"done"online”,"(see"list"of"company"web"sites"below"

33"
End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper*
41.  Bulgari,"corporate"website,"jp://us.bulgari.com,"(accessed"July"24,"2013)"
42.  Channel,"corporate"website,"www.chanel.com,"accessed"July"24,"2013)"
43.  David"Yuman,"corporate"website,"www.davidyurman.com/shoponline,"(accessed"July"24,"2013)"
44.  Movado"ESQ,"corporate"website,"www.movado.com/esqAmovado.html",(accessed"July"24,"2013)"
45.  Graham"London,"corporate"website,"www.graham1695.com/enAgb/home.aspx"(accessed"July"24,"2013)"
46.  Gucci,"corporate"website,"www.gucci.com/caAen/storelocator,"(accessed"July"24,"2013)"
47.  Hermes,"corporate"website,"hjp://canadaAen.hermes.com/checkout/cart/,"(accessed"July"24,"2013)"
48.  MontABlanc,"corporate"website,"www.montblanc.com/en/flash/default.aspx?sc_lang=en#/customerAservice,"(accessed"July"24,"2013)"
49.  Movado,"corporate"website,"www.movado.com/"(accessed"July"24,"2013)"
50.  Oris,"corporate"website,"hjp://www.oris.ch/en/,"(accessed"July"24,"2013)"
51.  ParmigianiAFleurie,"corporate"website,"www.parmigiani.ch/,"(accessed"July"24,"2013)"
52.  Ulysse"Nardin,"corporate"website,"hjp://www.ulysseAnardin.com/,"(accessed"July"24,"2013)"
53.  Victorinox,"corporate"website,"hjp://www.victorinox.com/ca,"(accessed"July"24,"2013)"
54.  Zenith,"corporate"website,"hjp://www.zenithAwatches.com/en_en/shoplocator.html,"(accessed"July"24,"2013)"
55.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"
Limited,"2011),"Supplier"Analysis"p.332,"Figure"6.10"
56.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"
Limited,"2011),"Supplier"Analysis"p.332,"Figure"6.1"
57.  Wong"K.,"“Founda:on"of"eAcommerce"&"eAbusiness:"Week"4"–"Disintermedia:on"&"Business"Model”,"(University"of"Toronto;"2013),"
Powerpoint"slide"16"
58.  Cain,"Patrick,"Globalnews.com,"“Income"by"postal"code:"Mapping"Canada’s"richest"&"poorest"neighbourhoods”,"(Canada"
hjp://globalnews.ca/news/370804/incomeAbyApostalAcode/,"(accessed"July"15,"2013)"

34"
End*Note*&*Footnote*References*(Chicago/Turabian)*–*Final*Paper*
59.  Chaffey"D."“E=Business'&'E=Commerce'Management:'strategy,'ImplementaFon'and'pracFce”'"5th"Edi:on,"("UK:"Pearson"Educa:on"
Limited,"2011),"Swot"Analysis,"p.254A255"Figure"5.7"
60.  Wordpress"ecommerce"plug"ins,"Mashable"ar:cle"about"the"top"8"plug"ins,"(Marke:ng"sec:on)"
hjp://mashable.com/2011/06/16/wordpressAecommerceAplugins/#gallery/8AgreatAwordpressAplugAinsAforAecommerce/
50bde304519840483b0000b1,"(accessed"July"1,"2013)"
61.  8"poten:al"Wordpress"CRM"plug"ins,"hjp://wpmu.org/8AwordpressAcrmAsolu:onsAforAyourAbusinessAorAnonprofit/"(accessed"July"23,"
2013)"
62.  Retail"CRM"sovware"recommenda:on,"for"jewellery"retailers,"
hjp://www.sovwareadvice.com/industry_cre.php?
industry_id=4&segment_id=79&size_id=157&modules=151,157&market_products_offset=0"(accessed"July"23,"2013)"

35"
APPENDICES*

36"
Appendix*–*Situa(on*Analysis*Z*Compe((on*Tiffany**
Tiffany*Key*Insights*
• 2012"Sales"US"1.39"Billion,"Worldwide"3.6Billions""
• Brick"&"Clicks"with"full"ecommerce"site"
• EAcom"accounts"~6%"of"sales"(US"only)"
• Focus"on"High"end"jewellery,"diamond"
engagement,"own"brands"custom"jewellery"
• #"stores"in"Canada:"12"
• #"stores"in"Toronto:"4"(1"near"Yorkville)"
• Compe::veness"vs"Bandiera:"Very"High"due"to"
selec:on,"pricing,"brands"
• Target"Market:"
– "Youthful"&"ac:ve"25A45"yrs"old"women,"who"enjoy"
the"goods"things"in"life"and"likes"to"show"it."She"has"
developed"a"deep"emo:onal"connec:on"to"the"brand"
via"its"ability"to"connects"with"love"&"engagement."She"
would"be"driving"a"Lexus"or"Audi"A6.""

Marke:ng:""
–  Offline"Media:"Out"of"Home"
–  Social"Media:"Deep"&"ver:cally"integrated"content"
on"all"Facebook,"Twijer,"Youtube,"Pinterest"
–  Special"micro"site"“What"is"Love”"
–  LBS/Local"Lis:ngs:"Ac:ve,"Yelp."Foursquare"
–  Mobile"enabled"

37"
Appendix*–*Situa(on*Analysis*Z*Compe((on*Birks*
Birks*Z*Key*Insights*
• 2012"Sales"$292Million"(A3%)"A"Canadian"
• Brick"&"Clicks"with"full"ecommerce"site"
• EAcom:"N/A"""
• Focus"on"own"brands"custom"jewellery,"
engagement"rings,"watches,"givs"for"all"
occasions"
• #"stores"in"Canada:"32"
• #"stores"in"Toronto:"12"(1"near"Yorkville)"
• Compe::veness"vs"Bandiera:"Medium"
• Customer"Profile:"
– "Women,"slightly"older,"35A54"yrs"old."
Conserva:ve"affluent,"loves"special"occasions"for"
giving"but"prac:cal"in"her"offerings."Would"be"
driving"a"Cadillac"or"BMW"

• Marke:ng:""
–  Offline"Media:"Out"of"Home,"Sponsorships"
(VANOC)"
–  Social"Media:"Deep"&"ver:cally"integrated"
content"on"all"Facebook,"Twijer,"Youtube,"
Pinterest"
–  Loyalty"Program"AirMiles"
–  LBS/Local"Lis:ngs:"Ac:ve,"Yelp."Foursquare"
–  Mobile"enabled"

38"
Appendix*–*Situa(on*Analysis*–*Company**Z*Bandiera**
Bandiera*JewellersZ*Key*Insights*
• 2012"Sales:"N/A"
• Brick"&"Mortar"with"no"ecommerce"site"
• Model:"Focus"on"ultra"high"end"luxury"jewellery"&"
watches."Family"run"business"for"over"22"years,"
they"have"build"exper:se"in"the"industry."Proud"of"
their"heritage"the"offer"outstanding"1Ato1"customer"
service"
• #"stores":"2"in"Toronto."1"in"Yorkville"
• Customer"Profile:"
– MEN"35"yrs+,"highly"affluent"status"seeking"($100K/year)"
Torontonians,"who"look"for"rare"&"exclusive"jewellery."
They"enjoy"the"very"best"that"life"can"offer"and"styles"that"
are"elegant,"not"flashy"but":meless."They"would"drive"a"
Mercedes,"Audi"or"Masera:."

• Marke:ng:""
–  Offline:"Used"print"magazine"in"high"end"car"magazine"
Mercedes,"Audi"and"Porsch.""Use"out"of"home"bilboard"
in"Yorkville"loca:on"
–  Educa:on:"Push"to"brand/supplier"site"
–  Carry"exclusive"brand"name"jewellery"
–  Social"Media:"Facebook"(456"likes)"
–  LBS/Local"Lis:ngs:"None"
–  Mobile:"none"

39"
Appendix*–*Situa(on*Analysis*Z*Compe((on*Z*Spence*Diamond*
Spence*Diamond*Z*Key*Insights*
• 2012"Sales:"N/A"
• Brick"&"Clicks"with"full"ecommerce"site"
• EAcom:"N/A"""
• Model:"Focus"on"ver:cally"integrated"diamond"
buying"efficiencies.""Promote"own"brands,"custom"
jewellery,"engagement"rings."Moving"to"all"
occasions."Push"store"visit"to"try"in"store"open"
cases"samples"with"3000+"styles"
• #"stores"in"Canada:"7"
• #"stores"in"Toronto:"3"
• Compe::veness"vs"Bandiera:"Low"
• Customer"Profile:"
– "Younger"MEN"(25A54)"targe:ng"first":me"buyer"up"&"
coming,"but"budget"conscious"that"would"be"driving"a"
Honda"or"Subaru"Imprezza"

• Marke:ng:""
–  Offline:"Major"buy"all"year"long"on"FM/AM"men"
targeted"Radio"buy"&"Print."Bus"Shelter"during"
engagement/XAmas"season.""
–  Educa:on"online"&"instore"
–  Social"Media:"none"
–  LBS/Local"Lis:ngs:"Some"
–  Mobile"enabled"

40"
Appendix*–*Situa(on*Analysis*Z*Compe((on*Watch*it*
Watch*It!*Z*Key*Insights*
• 2012"Sales:"N/A"
• Brick"&"Clicks"with"full"ecommerce"and"wish"list"(lead"
gen)"
• EAcom:"N/A"""
• Model:"is"the"premium"specialty"watch,"sunglass"and"
accessory"bou:que"that's"changing"the"face"of":me."
Our"mandate"is"to"offer"products"that"encompass"
innova:ve"design"and"technological"advancement!"
• #"stores"in"Canada:"24"
• #"stores"in"Toronto:"10"(1"near"Yorkville)"
• Compe::veness"vs"Bandiera:"Low"
• Customer"Profile:"
– "Younger"MEN"&"WOMEN,"18A34"targe:ng"first":me"buyer"
up"&"coming,"but"budget"conscious"that"would"be"not"be"
driving"a"car."

• Marke:ng:""
–  Offline:"Major"buy"transit"&"Print.""
–  Educa:on"online"&"instore"
–  Social"Media:"Facebook,"Instagram,"Twijer,"Pinterest"
–  LBS:"Lots"of"posi:ve"commentary,"but"has"not"claimed"the"
Yelp"or"Foursquare."
–  Mobile"enabled"

41"
Appendix*–*Situa(on*Analysis*–*Compe((on*Z*Watch*Finder

*

Watch*FinderZ*Key*Insights*
• 2012"Sales:"N/A"
• Toronto"Based"retailer"of"high"end"jewellery,"
specializing"in"watches."New"&"avermarket"
• Brick"&"Clicks"with"full"ecommerce"site"powered"
by"Autodealer.ca"hjp://www.edealer.ca/"""
• Model:"Buy"and"sell"Gold,"Diamond,"Jewelers"and"
branded"watches"in"Toronto,"Canada"at"reliable"
prices."
• #"stores"in"Canada:"2"all"in"Toronto."Close"to"
Yorkville"
• Compe::veness"vs"Bandiera:"High"on"Watches"
• Customer"Profile:"
– "MEN"25A54,"targe:ng"internet"savvy"Toronto"based"
buyers"(who"use"Kijiji"or"Ebay)"who"are"heavy"online"
researcher,"shopping"for"deals"on"high"end"watches."
This"person"drives"a"Volkswagen"or"BMW."

• Marke:ng:""
–  Offline:"Some"local"newspapers"
–  Use"online"for"exclusive"deal"from"Owners"
–  Accept"open"offers"
–  Social"Media:"Twijer"–"Ac:ve"with"more"than"12K"
followers"promo:ng"deals"&"advice"
–  LBS/Local"Lis:ngs:"Not"claimed"
–  Mobile:"Not"

42"
Appendix*–*Situa(on*Analysis*Compe(tors*–*Blue*Nile**
Blue*NileZ*Key*Insights*
• 2012"Sales:"$400"million"up"+15%"
• US"based"pure"click"high"jewellery"retailer,"
opera:ng"in"Canada"
• Ecommerce"sales:"$400M"
• Model:"Sells"own"custom"design"diamond"
jewellery,"and"apply"saving"via"ver:cal"
integra:on."Offer"design"your"own"jewellery.""
• #"stores:"none"
• Compe::veness"vs"Bandiera:"Low"to"medium"
• Customer"Profile:"
– "Women"25A54,"internet"savvy"diamond"jewellery"
enthusiast"looking"to"be"buy"a"unique"custom"based"
diamond"jewellery"at"a"fair"price."This"person"drives"a"
Volkswagen"or"Toyota"

• Marke:ng:""
–  Special"offers"&"Free"Shipping"
–  Offline:"not"in"Canada"
–  Online:"In"Canada"they"are"using"SEM/PPC,"Ad"
display"Real":me"bidding"based"on"keywords.""
–  Social"Media:"Twijer,"Facebook"(458K),"Pinterest+""
–  LBS/Local"Lis:ngs:"None"
–  Mobile:"Have"an"Android"&"Iphone"app"with"ability"
to"create"custome"design."MAcommerce"enabled."
Can"ship"to"over"40"countries."

43"
Appendix*–*Situa(on*Analysis*–*Compe((on*EZbay*–*Watches*&*Jewellery*
EZBay*Key*Insights*
• 2012"Sales:"Generate"gross"sales"$175"
Billion."Es:mated"gross"sales"of"Jewellery"~
$1A$2Billion"per"year."(footnote)"""
• Pure"Online"sell"via"Auc:on"&"or"Buy"now"
ecommerce"(via"Pay"Pal)"
• Model:"is"a"global"commerce"plaTorm"and"
payments"leader"connec:ng"millions"of"
buyers"and"sellers."Open"market"50/50"mix"
of"retailers"&"individual"selling"high"end"
jewellery,"diamond"engagement,"own"
brands"custom"jewellery.""
• Pricing"from"$5"million"to"$5""
• Es:mated"that"20A30%"of"jewellery"is"bought"
on"EABay"(Footnote)"
• Marke:ng:""
–  Special"offers"&"Shipping"
–  Offline:"Events,"Print"ad,"TV"seasonal"
–  Online:"Use"SEM/PPC,"Ad"display"behavioural"
targe:ng,"keyword"bidding""
–  Social"Media:"FB,"Twijer"
–  Mobile:"Have"android,""iphone,"ipad,"windows"
apps."Do"not"promote"and"difficult"to"find."

44"
Appendix*–*Situa(on*Analysis*–*Compe((on*Amazon–*Diamond*&*Jewellery*
Amazon*Z*Key*Insights*
• 2012"Sales:"Worldwide"$61"Billion,"N.A."34"
billion."Es:mates"sales"of"Jewellery"to"be"~
$1Billion"per"year."(footnote)"""
• Pure"Online"the"worlds"largest"eAtailer"who"
sells"product"in"every"categories"
• Model:"Sell"branded"and"own"label"jewellery"
items."There"is"an"open"marketplace"for"
retailers"to"sell"their"own"brands""
• Jewellery"&"Apparel"category,"represents"8%"
of"Amazon"sales"(footnote)"
• Marke:ng:""
–  Special"offers"&"Shipping"
–  Offline:"None"
–  Online:"TBD"
–  Social"Media:"FB,"Twijer,"Pinterest"
–  Mobile:"Sells"Kindle"tablet."Have"android,""
iphone,"ipad,"windows"apps.""

45"
Appendix*–*Situa(on*Analysis*–*Amazon*Share*of*Sales*by*category*

46"
Appendix*Z*Signet*Jewellers*–*US*EZbusiness*

47"
Appendix*–*Situa(on*Analysis*–*Category*–*Ecommerce*Sales*in*US*

48"
Appendix*ZGucci*–*Canadian*Online*Store*Rules*–*page*1*
Online"Purchase"Informa:on"
Revised"as"of"July"19,"2009"
"
This"OnAline"Purchase"Informa:on"governs"purchases"made"through"the"Gucci.com"Canadian"website."For"Canadian"Transac:ons,"G."Bou:ques,"Inc."(“Gucci”)"is"the"seller,"transac:ng"business"and"providing"customer"service"in"
Canada.on""
Contact*Us*
For"Product"or"Online"Order"related"inquiries"please"contact"us"at"877A482A2499"or"via"email"at"assistance@caAenAonlineshopping.gucci.com."
Please"note"we"are"available"MondayAFriday"from"8AMA8PM(EST)"and"Saturday"9AM–6PM(EST),"excluding"holidays."
Repairs*
Products"purchased"from"Gucci"onAline"may"be"taken"or"mailed,"along"with"the"original"sales"slip,"to"a"Gucci"bou:que"."Please"click"on"the"Store"Loca:ons"link"located"on"the"homepage"of"our"website"or"contact"one"our"Canadian"stores."
130"Bloor"Street"West,"Suite"102"
M5S"1N5"
Toronto,"Ontario"
tel"1.416.963.5127"
"
The"Fairmont"Hotel"Vancouver"
900"West"Georgia"Street"
V6C"2W6"
Vancouver,"Bri:sh"Columbia"
tel"1.604.488.0320""
For'Fmepiece'repairs,'please'also'include'your'limited'Fmepiece'warranty'card.'Please'refer'to'our'Fmepiece'warranty."
Returns*
return*condi(ons"
"
For"online"purchases,"Gucci"will"accept"merchandise"in"its"original"condi:on"for"a"refund"of"the"purchase"price"when"accompanied"by"the"original"invoice."
fullZprice*merchandise*must*be*returned*within*30*days*from*the*date*of*delivery."
sale*merchandise*must*be*returned*exclusively*to*Gucci.com*within*10*days*from*the*date*of*delivery.*Such*merchandise*may*not*be*returned*to*any*Gucci*bou(que."
Merchandise"that"has"been"worn,"used,"altered"or"damaged"will"not"be"accepted."Certain"items"such"as"jewelry,"watches,"sunglasses,"and"readyAtoAwear"are"shipped"with"a"return"tag"ajached."Returns"on"these"specific"items"will"only"be"
honored"if"the"label"remains"intact."
Gucci"reserves"the"right"to"refuse"return"of"any"merchandise"that"does"not"meet"the"above"return"requirements"in"Gucci’s"sole"discre:on."
Returns"to"Gucci.com"are"processed"within"7A10"business"days"of"receipt."A"confirma:on"email"will"be"sent"once"your"account"has"been"credited."Refunds"may"only"be"issued"in"the"same"form"as"was"u:lized"for"payment."Please"note"the"
original"shipping"charges"incurred"at"the":me"of"purchase"are"nonArefundable."
EasyAtoAfollow"return"instruc:ons"are"included"with"each"shipment."Every"effort"will"be"made"to"ensure"a"prompt"refund"and"an"email"no:fica:on"will"be"sent"once"the"return"has"been"processed."
return*guidelines"
"
We"recommend"shipping"returned"merchandise"via"FedEx"for"tracking"purposes."Please"be"sure"to"request"adequate"insurance"to"cover"the"purchase"price"of"the"shipment."Gucci"will"not"assume"responsibility"for"reimbursement"or"
compensa:on"in"the"event"that"return"packages"are"lost,"stolen,"mishandled"or"damaged."
exchanges"
"
Gucci.com"cannot"accommodate"exchanges"at"this":me."Please"return"the"original"item"you"wish"to"exchange"for"a"refund"using"the"applicable"condi:ons"or"guidelines"above."A"new"order"can"then"be"placed"on"Gucci.com."Please"note"
new"orders"are"subject"to"merchandise"availability."We"will"inform"you"if"we"are"unable"to"fulfill"your"order."
returning*to*Gucci*bou(ques*
FullAprice"merchandise"may"be"returned"or"exchanged"at"no"charge"in"any"of"our"Gucci"bou:ques"within"Canada."However,"sale"merchandise"must"be"returned"exclusively"to"Gucci.com"in"accordance"with"the"above"return"guidelines"
and"condi:ons."The"original"invoice"must"accompany"all"returns"and"exchanges."Online"purchases"may"not"be"returned"or"exchanged"at"Gucci"outlet"stores,"department"stores"or"other"wholesale"distributors."Please"note"that"shipping"
costs"will"not"be"subject"to"refund"and"that"a"different"return"policy"may"be"applicable"for"inAstore"purchases."To"locate"a"store"near"you,"please"visit"our"store"locator.""
Personaliza(on*
In"accordance"with"applicable"laws"in"Canada"governing"the"purchase"and"sale"of"special"goods"made"to"order,"withdrawals,"cancella:ons,"exchanges"or"returns"are"not"accepted"for"orders"of"customized"products"such"as,"for"example,"
those"with"the"client’s"ini:als"engraved"on"the"product."The"client"is"advised"that"images,"photographs"and"samples"of"the"engraving"may"differ"from"the"appearance"of"the"actual"product."
Shipping*and*Delivery*
For"security"reasons,"Gucci"online"purchases"will"require"an"adult"signature"upon"delivery."Purchases"may"not"be"shipped"to"P.O."boxes,"APO/FPO"addresses"or"to"any"address"outside"of"Canada."To"es:mate"the"total"delivery":me"for"
your"purchase,"please"allow"3A5"business"days"for"delivery"of"your"order."Orders"are"processed"and"delivered"Monday"through"Friday,"excluding"holidays."In"addi:on,"Gucci"cannot"be"held"responsible"for"unan:cipated"delivery"delays"
beyond"Gucci’s"control."
statutes"and"laws"of"the"Province"of"Ontario,"Canada,"without"regard"to"conflict"of"law"provisions,"will"apply"to"all"majers"rela:ng"to"onAline"purchases"between"you"and"G.Bou:ques"Inc.."You"agree"that"any"and"all"disputes,"claims,"or"
controversies"arising"out"of"or"related"to"the"above"terms"shall"be"submijed"to"the"exclusive"jurisdic:on"and"venue"of"the"state"and"federal"courts"located"in"Toronto,"Ontario"."

49"
High end jeweller_ecommerce_store_launch_strategic_plan
High end jeweller_ecommerce_store_launch_strategic_plan

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