Jewellery shops need to consider the impact of the internet even if they don't have a website. Thanks to Google, Google Maps have made traditional ways of finding physical stores such as Yellow Pages or Local Classifieds redundant. Yet many jewellers have not even checked to see if they are listed let alone registered the listing as their own. Even fewer have developed an online reputation despite Google proliferating star ratings throughout Google Maps, Pay Per Click, and SEO listings. Finally, Google's new Product Listings Ads make consumer price comparison shopping easier than ever before. As a result, jewellery consumers are now better informed about both the reputation of the store they are in and the lowest price they can obtain the item than ever before. This has resulted in record levels of "showrooming" - a process whereby the consumer inspects the product they desire instore, asking the jeweller to answer any specific questions they have, before going home and ordering on amazon or another faceless retailer. However, there are actions every independent High Street Jeweller can and must take to fight back. In any negotiation, it pays to have more or at least the same information as the other party. High Street Jewellers must make it their business to know the best available price online for all their major branded products. When I say major branded products, what are the 20% of product lines that broadly make up 80% of your sales? These are the ones you must know. Secondly, get listed on Google Maps and claim your listing. Thirdly, get an iPad for instore use. You can use these to not only show customers you are competitive vs. online retailers but also to ask them to leave a review on your Google Map entry. A recent study of Yell star rating listings for independent restaurants showed that every 1 star increase in review ratings was commensurate with a 5-9% increase in revenues!!! With consumers increasingly relying on the reviews of previous users prior to buying, independent jewellers must make every effort to collect them. Every sale must be made to work harder via the process of online advocacy whether you have a website or not. Finally, in most cases social media (Facebook and Twitter) is not as effective in driving sales as Google-based reviews. This is for a number of reasons explained in the slides.

1. www.dreamagility.com
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Dream
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“Adapting the traditional jewellery store for the
modern age customer - Digital enhancements
and market trends that will help grow your
business”.
Presented by Glyn Powditch
Jewellers Ark and Dream Agility Investor

2. www.dreamagility.com
Copyright
Dream
Agility
2013
Who
is
Dream
Agility?
• Digital
Technologists
who
seamlessly
cross
technology
and
marke?ng
• We
build
websites,
mobile
websites,
and
applica?ons
from
our
single
source
pla0orm
for
the
benefit
of
marketers
not
IT
guys.
• Built
jewellersark.co.uk
(web
&
mobile
sites)
and
manage
all
online
marke?ng.

3. www.dreamagility.com
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Dream
Agility
2013
Who
is
JewellersArk.co.uk?

4. www.dreamagility.com
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Dream
Agility
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Who
is
JewellersArk.co.uk?
• Formed
by
a
number
of
independent
High
Street
Jewellers
from
all
across
England
with
Dream
Agility
in
Dec
‘12.
• Offers
consumers
highly
compe??ve
prices
BUT
with
high
quality
independent
service
• Customers
can
order
online
from
home
or
whilst
in
our
members
stores.
• Customers
can
order
offline
in
member
stores.

5. www.dreamagility.com
Copyright
Dream
Agility
2013
Off
to
a
great
start…

6. www.dreamagility.com
Copyright
Dream
Agility
2013
What
we’ll
be
covering….
• What
are
the
new
market
trends
and
how
is
the
modern
age
customer
different
from
even
one
year
ago?
• Digital
Enhancements
• How
do
we
adapt
the
tradi?onal
jewellery
store
to
deal
with
these
trends
and
changes
and
grow
your
business?

7. www.dreamagility.com
Copyright
Dream
Agility
2013
Thanks
to
Google,
consumers
have
more
price
and
‘word
of
mouth’
knowledge
than
ever
before.

8. www.dreamagility.com
Copyright
Dream
Agility
2013
Pricing
&
Showrooming
• ‘Showrooming’:
customers
researching
in-­‐
store,
then
finding
the
cheapest
price
online
and
ordering
there.
• What
%
of
customers
are
now
‘showrooming’
in
2013?
• To
make
sales
you
MUST
convince
customer
the
price
is
right
or
they’ll
‘showroom’.
• Ac2on
-­‐
Review
best
selling
brands
prices
online

9. www.dreamagility.com
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Agility
2013
High
Street
Jewellers
–
providing
a
free
service
for
no
sales
–
scary
stuff!
• High
Street
Jewellers
carry
all
the
costs
–
rent
&
rates,
security,
insurance,
staff,
stock-­‐holding,
etc.
• High
Street
Jewellers
are
not
paid
for
their
advice
nor
exper?se
by
the
showroomer
–
nor
Amazon
• And
then
the
consumer
buys
the
item
from
a
faceless
online
portal
to
be
delivered
to
their
home.
• Who
Owns
The
Future?
–
Jaron
Lanier

10. www.dreamagility.com
Copyright
Dream
Agility
2013
So
what
else
does
the
modern
consumer
value
(low
prices
aside)?
• You,
and
your
compe?tors,
reputa?on
with
other
customers
(that
99%
of
the
?me
they
do
not
know
and
never
will).
• And
they
are
brutally
discimina?ng,
even
if
your
online
reputa?on
is
non-­‐existent,
god
forbid
low
rated.
• Glyn,
what
are
you
talking
about?

11. www.dreamagility.com
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Agility
2013
Online
Reviews
• Trip
Advisor
Channel
4?
Gordon
Ramsey?
• A
1
star
increase
in
Yelp
Review
Ra?ngs
for
independent
restaurants
=
5-­‐9%
increased
revenue
(Luca
2010).
• What
if
you
have
no
stars
and
your
compe??on
has
5
stars?
Do
the
maths.
• Bolton
(2011)
–
70%
of
Ebay
users
leave
reviews
–
consumers
like
leaving
reviews!
• Even
when
you
don’t
have
a
website,
you
have
an
online
reputa?on
unless
nobody
is
talking
about
you

12. www.dreamagility.com
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Agility
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Google
Maps
&
Reviews

13. www.dreamagility.com
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Agility
2013
Review
Sites
&
Star
Ra?ngs

14. www.dreamagility.com
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Agility
2013
Review
Sites
&
Star
Ra?ngs

15. www.dreamagility.com
Copyright
Dream
Agility
2013
What
about
Facebook
and
Twiler
for
reviews?
• Facebook
is
star?ng
to
offer
reviews
on
Facebook
pages.
• However
its
not
as
important
–
Dr
Robin
Dunbar’s
180
Rule
is
the
reason.
&
Facebook’s
Google
Block.
• Twiler
–
smaller
just
don’t
upset
a
celebrity
or
opinion
leader.
• Twiler
–
twee?ng
to
yourself
isn’t
much
fun
and
a
waste
of
?me.
• Google
is
a
more
valued
company
than
Facebook
for
good
reason.

16. www.dreamagility.com
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Dream
Agility
2013
Social
as
most
people
think
of
it
doesn’t
shin
products
–
its
a
myth,
but
we
‘like’….
• Nigel
O’Hara
offers
£1
off
1st
purchase
IF
you
Facebook
‘Like’
him

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Agility
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16000+likes
driving
CRM.
Then
send
follow
up
FB
promo?onal
offers
direct
to
users

18. www.dreamagility.com
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Agility
2013
Summary
of
the
modern
customer
• In
the
last
year,
more
knowledge
about
price
than
ever
before.
• Can
access
prices
due
to
Google
PLAs
and
mobile
phones
faster
than
ever
before.
• Have
no
issues
picking
your
brains
and
going
online.
• Relentlessly
read
and
leave
reviews.
• The
higher
your
Google
review
ra?ng,
the
more
money
you
make.

19. www.dreamagility.com
Copyright
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Agility
2013
Reviews,
where
do
I
begin?
• 20%
of
Google
searches
have
‘local
intent’
(Google
2012).
• This
is
essen?ally
where
the
bread
and
buler
of
High
St
marke?ng
–
Yellow
Pages
and
Classifieds
in
Local
Press
has
essen?ally
been
replaced
by
Google
Maps.
• Therefore
focus
ini?ally
on
appearing
for
local
searches
in
your
area.

20. www.dreamagility.com
Copyright
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Agility
2013
Start
with
Google
Maps
and
get
listed
-­‐
You
don’t
even
need
a
website,
but
it
helps.

21. www.dreamagility.com
Copyright
Dream
Agility
2013
Then
turn
showroomers
into
reviews
When
selling
a
branded
item,
and
the
close
is
not
coming,
don’t
let
them
show
room:
• Have
an
iPad
instore,
show
the
price
online
vs.
your
price
&
price
match
if
required.
• Close
the
deal.
• Then
get
them
to
leave
you
a
Google
Map
Review
on
your
iPad
saying
how
you
match
online
prices
and
gave
great
advice.

22. www.dreamagility.com
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Agility
2013
If
you
don’t
have
a
TRANSACTIONAL
website……….
• “of
47
watch
and
jewellery
brands
examined
by
L2
in
the
Digital
IQ
index
last
October,
less
than
50
per
cent
are
ecommerce
enabled.
Paton
(2013)
•
Luxury
brands
with
transacJonal
websites
register
nearly
+50%
YoY
growth
vs.
those
without,
and
see
more
than
1.5
Jmes
as
many
Google
searches
as
brands
who
have
yet
to
sell
online.
• Jewellers
Ark
now
provide
members
with
the
exact
same
Dream
Agility
website
they
use.

23. www.dreamagility.com
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Agility
2013
With
Online
Prices
driving
margins
down
what
else
can
independents
do?
• Join
buying
groups
–
Jewellers
Ark
has
formed
its
own
which
invites
applica?ons.
This
enables
independent
jewellers
to
compete
by
obtaining
lower
supplier
prices.
• Analyse
your
customers
behaviour
like
you
are
Amazon…….

24. www.dreamagility.com
Copyright
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Agility
2013
Do
you
know
what
your
customers
are
looking
at
on
your
website?

25. www.dreamagility.com
Copyright
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Agility
2013
How
about
in
your
physical
store?
• Michael
Hoare
(2013)
stated
that
independent
jewellers
have
failed
to
adopt
“less
is
more”
in
window
displays.
• Where
do
I
begin?
Get
some
KPI’s.
• Euclid
uses
WiFi
to
track
customers
smartphone
movements
in
and
around
your
store
providing
measures
for
foovall,
visit
dura?on,
dwell
?me,
etc.
• Boingo
and
a
host
of
other
wi-­‐fi
start
ups
alrac?ng
major
investment
from
Silicon
Valley

26. www.dreamagility.com
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Agility
2013
How
about
in
your
physical
store?

27. www.dreamagility.com
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Agility
2013
Conclusion
• Over
the
next
12
months,
brand
prices
will
con?nue
to
fall
driven
by
the
web
&
mobile.
• Online
Price
&
Reputa?on
increasingly
malers
to
in-­‐store
foovall
and
sales.
• High
Street
Jewellers
must
change
their
approach
to
thrive,
not
just
survive.
• In-­‐store
Wi-­‐Fi
technology
will
roll-­‐out
in
many
stores.

28. www.dreamagility.com
Copyright
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Agility
2013
Recommenda?ons
• Brands
–
get
a
transac?onal
website!!!!!
• High
St
Jewellers
-­‐ Get
listed
on
Google
maps
even
if
you
don’t
have
a
website
-­‐ Join
buying
groups.
-­‐ Know
the
online
as
well
as
high
street
prices.
-­‐ Get
an
iPad
for
in-­‐store
use.

29. www.dreamagility.com
Copyright
Dream
Agility
2013
Recommenda?ons
-­‐ Turn
more
volume
at
lower
prices
-­‐ Make
a
sale
then
get
an
online
review
-­‐ Monitor
your
online
reputa?on
and
presence.
-­‐ If
you
don’t
have
one,
take
ac?on
now.
-­‐ Explore
new
WiFi
technologies
that
are
rolling
out
in
the
USA
as
we
speak.
-­‐ Plan
to
do
something
–
doing
nothing
is
not
an
op?on

30. www.dreamagility.com
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Agility
2013
Benefits
of
Joining
Jewellers
Ark
-­‐
More
Orders
-­‐ Bulk-­‐buying
discounts
-­‐ Foovall
into
store
to
collect
orders
-­‐ Access
to
new
suppliers
and
brands
not
previously
available
to
you
-­‐ Commission
on
sales
placed
via
the
Jewellers
Ark
-­‐ A
free
lis?ng
on
the
Jewellers
Ark
website