The%20Online%20Jewelry%20Industry

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The Online Jewelry Industry

• By Emily Coyle
• Kevin Daily
• Jane Chien
• Isnezawati Azali
• Halit Akcaglayan
• Nadia-Shazrin Asari

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Major Players in Online Jewelry

• Zale Corporation online and physical
• Miadora online
• First Jewelry online
• Denmans Corporation online and physical
• Mondera - online

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First Jewelrys Front Page
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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

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Who are the customers?

• Majority of customers are women
• Couples (engagements, anniversaries, holidays)
• Middle-income customers
• Parents FJ

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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)

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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

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Miadoras Email Service
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Value Added

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

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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

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Zales Jewelry Selection
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Denmans Outlet
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Value Added

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

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Monderas Learning Center
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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