Developing Your Online Presence
As the first two newsletters in this series from Matt Runci and Mark Moeller attest, there are many aspects of our jewelry retail business that affect your reputation.
As I travel the country to attend retailer conferences and shows and to speak at events, I'm amazed at how many retailers admit their online presence is below par and does not reflect their store's image and style.
There are few ways where the reputation and image of your store can be better burnished and promoted than through the Internet and a robust Web site. A Web site is essentially another "door" for your business and must faithfully and accurately represent every aspect of your store and your brand.
I often cite the example of the furniture retailer Design Within Reach. The retailer originally began as a Web site and catalog operation. Once they were up and running, they began to open up brick-and-mortar stores across the country. DWR, as it is often called, has done an amazing job of keeping a consistent look and consistent brand touch points on their site, in their catalogs and in their stores.
The relationship between their stores, catalog and Web site is so seamless, that when you enter their stores, it's literally as if you've walked into their Web site. The colors, the signage, the typeface used on all their promotional and printed materials, the photographs of famous designers-all are identical to those used online.
When you are being helped in the store, the sales associate frequently walks with you to a computer terminal (placed at a height that is convenient to use while standing), and takes your in-person shopping experience into their Web site to review other colors, additional styles, products not visible in the store, etc.
Take a moment to review www.dwr.com. In addition to its flawless representation of their brand, the site is a good example for retailers who sell basics, fashion, and designer products. The ability to search and sort by all these parameters makes the site a breeze to use.
A Web site that accurately reflects and enhances your brand does more than just promote your reputation. It acts as a 24/7 retail location, where customers can be introduced to your products, your sense of style, your involvement with the community, your history, your participation with charities, your philosophy of trust, your involvement with green initiatives and responsible jeweler practices ... basically every aspect of your operation.
Of course, once that Web site is in place, your web address (as simple and as close to your store name as possible), must be incorporated into your logo and placed on all your printed materials-advertisements, postcards, store windows, in-store banners, business cards, etc. It is essential that the Web site and your brick-and-mortar stores appear equal in importance in everything you do. Even something as basic as a radio jingle must be re-written to include your Web site name. Over time, your customer base will come to think of your web address simultaneously with the name of your store.
Jewelry retailing in the United States faces a host of challenges. Promoting your reputation is one of the most critical ways that independents can compete with corporate chains, big box stores and Web sites like Blue Nile. Creating and promoting a Web site that enhances your reputation is one of the most effective and future-facing steps you can take.
