The Online Jewelry Industry By: Emily Coyle Kevin Daily Jane Chien Isnezawati Azali Halit Akcaglayan Nadia-Shazrin Asari

Major Players in Online Jewelry Zale Corporation – online and physical Miadora – online First Jewelry – online Denmans Corporation – online and physical Mondera - online

First Jewelry’s Front Page

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

Who are the customers? Majority of customers are women Couples (engagements, anniversaries, holidays) Middle-income customers Parents –FJ

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)

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

Miadora’s Service

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

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

Zales Jewelry Selection

Denman’s Outlet

Value Added Product Information (learning center, buying guides, 4 C’s of diamond buying) Customer Contacts (1-800 number, ) Physical and online presence (allows customers to view jewelry in person before buying) - Zales

Mondera’s Learning Center

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