1. Blue Nile Inc. (bluenile.com) 과목 이비즈니스개론 담당교수 권순범교수님 제출일자 2007 년 03 월 28 일 e-Business 20061530 김계진

2. 0. PRESENTATION FLOW* ▫ 0. PRESENTATION FLOW* ▫ 1. BACKGROUD* ▫ 2. CHALLANGE* ▫ 3. SOLUTION* ▫ 4. RESULT* ▫ 5. EC (HTTP://WWW.BLUENILE.COM ) *

3. 1. BACKGROUND* In 1998, Blue Nile co-founder and CEO Mark Vadon opted to buy his fiancée's ring at www.internetdiamonds.com. Sensing that this retail concept could be expanded profitably, Vadon wrote a business plan, secured $6 million in venture funding, and acquired the business in May 1999. A few months later, he relaunched the business as www.bluenile.com, now a leading jewelry retail and educational site. www.internetdiamonds.comwww.bluenile.com CEO Vadon Mark in the workplace of Blue Nile →

4. 2. CHALLENGE* Knowing from personal experience that consumers must feel confident and at ease when making a multi- thousand-dollar purchase online, Vadon wanted to show visitors first and foremost that Blue Nile’s site was a safe place to do business. He also wanted to demonstrate that the site could be a powerful educational tool to help with the step-by-step process of selecting gemstones.

5. 3. SOLUTION* The site’s online tutorial guides customers through the diamond selection process, emphasizing buyer education rather than pushing sales. Easy-to-read content and an accessible site design put visitors at ease, while security measures designed to insulate the transaction and shipping processes convey that Blue Nile is willing to go the extra mile to make customers comfortable both during and after transactions. ▫THE FOUR C’s : Blue Nile walks customers through the four C’s of a diamond purchase ㅡ color, cut, clarity, and carat. And then it offers those diamonds ㅡ each independently tested and appraised – like a commodity.

6. 3. SOLUTION* Blue Nile offers customers a 30-day money-back guarantee ㅡ an offer that less than 10% of their customers take. Vadon thinks online jewelry sales have the added advantage of being consumer-friendly, particularly for men. Through focus groups, Blue Nile found that men are about as fond of walking into a jewelry store as they are of sitting in a dentist's chair. Blue Nile targets men, advertising on ESPN and TNT during National Basketball Assn. playoffs. The company claims that men are the majority of its customers, though it declines to disclose numbers.

7. 4. RESULT* Seattle-based Blue Nile receives correspondence from hundreds of customers each month. Approximately 97% of that feedback is overwhelmingly positive. Blue Nile, which is the largest online jeweler in the US, sells about 90% diamonds. The firm's 2006 sales totaled $252 million. It also sells more than double the amount of engagement rings as most specialty jewelers. The average price of a ring from the company is $5,700, compared to the $2,750 average for most specialty jewelers.

8. 5. EC(http://www.bluenile.com)* Blue Nile (http://www.bluenile.com)

9. 5. EC(http://www.bluenile.com)* → Customers can choose that they want to buy some jewelry in Shopping Basket.

10. Thank You*