We have been emphasizing the importance of working with the Web, rather than avoiding it, to thrive in today's market. The National Retail Federation’s Shop.org Annual Summit, held last month in Las Vegas, reaffirmed the need for retailers to establish the best online retail presence they can.
Lisa Everitt shared “Four Big Ideas” from the conference at the BNET’s Retail Industry blog. Jewelers should take advantage of these innovative Web ideas to stand out in the competitive retail jewelry market:
- E-commerce=Commerce: Having an online presence is crucial. According to Forrester Research, online retailing is not only continuing to grow, it may be the only part of retail that will see growth in the near future.
- You Don't Have to Be a Biggie to Have a Big Impact: Everitt says independent retailers are also innovating online. For instance, Etsy, a site for handcrafts (including handmade jewelry), got raves for online merchandising. Cool site features include being able to search items by color, or “pounce” on new additions to the site.
- Social Media Matters: In one session, experts looked at clothing company Wet Seal’s “Runway” application, which allows customers to create their own fantasy outfits and submit them to the Wet Seal community. That’s the kind of “be your own stylist” application that a smart jeweler could harness to get customers talking about their products.
- Integrate: Retailers like J.C. Penney, Land’s End and Anthropologie recognize that it isn’t just about being multi-channel, but integrating across those channels. For example, Penney’s “know before you go” web application lets customers check if something is in stock at the store before leaving the house.
Take The Tip:
- For more ideas on how to work with the web to grow your retail business, click here to check out our "Working with the Web" tip archive.
- Click here to visit Shop.org, National Retail Federation's division for digital retailers, to learn more and find educational events in your area.
Comments