This presentation was done for my graduate digital marketing class at Indiana University (Kelley School of Business), as part of the M.S./Marketing program. There are two versions to this file: one with, and one without, the speaker notes. The speaker notes are essential. The “inspiration” came from interviews I did with Reeds Jewelers in Wilmington, NC. Reeds was looking to take their online business to the next level. The following slides outline some tactical ideas; some of which I shared with Reeds. (This assignment was completed subsequent to my interviews with Reeds). © copyright 2016 by Rick Wingender

1. X522 Digital Marketing
Final Project
Rick Wingender
11/22/2016
Please see the Slide Notes
© copyright 2016 by Rick Wingender
https://www.linkedin.com/in/misterecommerce/

2. About REEDS Jewelers
REEDS Jewelers is a family-owned jewelry store chain
headquartered in Wilmington, NC. Founded in 1946,
they have 64 stores in 13 states.
REEDS Jewelers is an authorized distributor in its store
locations for many leading designer brands,
including David Yurman, Tag Heuer, Omega,
Michele, and others.
They also conduct business on an e-commerce-
enabled website, www.reeds.com. Online, they
feature brands such as PANDORA, Alex and Ani,
Mikimoto, Scott Kay, Swarovski, and others.
See Speaker Notes.

3. See Speaker Notes.

4. Reeds has 60+ physical store locations in these states (in
purple).

5. Competitors
Blue Nile
Kay
Jared
Zales
Amazon
eBay
Helzberg
James Allen
Ritani
Nieman Marcus
Jewelry Television
QVC
JC Penney
Nordstrom
Macy’s
Local Mom & Pops
See Speaker Notes.

6. The REEDS Market and Business Objectives
See Speaker Notes.

7. STRENGTHS
Strong Industry Expertise
Omnichannel Capability
Established Digital Marketing Channels
Quality Merchandise
Strong Brand
Credit Program
Strong TV ads
OPPORTUNITIES
Use Social to Build Brand and Grow Awareness
Focus on PPC Program
Expand Amazon, eBay, Google Shopping Channels
for New Customer Acquisition & Revenue
Deepen Existing Categories SKU count
Broaden Product Category Mix, helping SEO
Add Western Distribution Center
Focus on Global as well as National Expansion
WEAKNESSES
Weak Brand External to Trade Area
No Stores in 37 States
Almost no internal ecomm / DM expertise /
bandwidth
No Int’l Capabilities
Current PPC Program is Lacking
High Return Risk in Digital-only Experience
THREATS
Bad Pub / Social Media Brand Issues
Constant Threat of New Competition
Gold & Silver Price Fluctuations
Technology & Security Issues
Small Market Staffing Issues
See Speaker Notes.

8. Tactic 1
Build up the e-commerce team, in order
to support the remaining strategies.
Tactic 4
Use social tools to build the brand and
grow awareness
Tactic 5
Various improvements to REEDS.com.
The primary business objective for REEDS Jewelers is to significantly improve sales in areas (states)
where there are no REEDS stores. I am recommending SIX primary strategies to REEDS.
Tactic 2
Improve the product mix depth and
breadth.
Tactic 3
Re-establish a Google AdWords PPC
program, including remarketing. Establish
a PPC program on Amazon and
Facebook.
Tactic 6
3rd-Party Marketplace Channel, to
generate revenue and to serve as New
Customer Acquisition (NCA)
See Speaker Notes.

9. Tactic #1 Build Up The Ecommerce Team EXISTING STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2016
Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled.
See Speaker Notes.

10. Tactic #1 Build Up The Ecommerce Team 2017 NEW STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2016
Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled.
Director of
Ecommerce
2017
Digital
Marketing
Manager
2017
PPC / SEM
Manager
2017
REEDS.com
Merchandiser
2017
Web Design &
Development
Manager
2017
SEO Analyst
2017
Web Analytics
Manager
2017
See Speaker Notes.

11. Tactic #1 Build Up The Ecommerce Team 2018 NEW STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2016
Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled.
Director of
Ecommerce
2017
Digital
Marketing
Manager
2017
PPC / SEM
Manager
2017
REEDS.com
Merchandiser
2017
Web Design &
Development
Manager
2017
SEO Analyst
2017
Web Analytics
Manager
2017
Email Mktg
Manager
2018
Web
Merchandising
Manager
2018
Web Developer
2018
Web DB
Developer
2018
Web Designer
2018
REEDS.com
Merchandiser
2018
Web Designer
2018
See Speaker Notes.

12. Tactic #1 Build Up The Ecommerce Team 2019 NEW STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2016
Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled.
Director of
Ecommerce
2017
Digital
Marketing
Manager
2017
PPC / SEM
Manager
2017
REEDS.com
Merchandiser
2017
Web Design &
Development
Manager
2017
SEO Analyst
2017
Web Analytics
Manager
2017
Promotions
Manager
2019
Amazon / eBay
Merchandiser
2019
Search /
Taxonomy Analyst
2019
Jet / Rakuten
Merchandiser
2019
REEDS.com
Merchandiser
2019
CSE & Affiliates
Manager
2019
Web Developer
2019
Email Mktg
Manager
2018
Web
Merchandising
Manager
2018
Web Developer
2018
Web DB
Developer
2018
Web Designer
2018
REEDS.com
Merchandiser
2018
Web Designer
2018
See Speaker Notes.

13. Tactic #2 Improve the product mix depth and breadth.
Enhanced product mix:
• Improved SEO (“findability” and
awareness)
• Improved RFM performance
• Less industry risk (gold/silver pricing)
For example, Hallmark.com has many
categories that would be
demographically synergistic with a
REEDS.com visitor.
See Speaker Notes.

14. See Speaker Notes.
Tactic #3 Improve the PPC Program

15. Tactic #3 Improve the PPC Program
See Speaker Notes.

16. Tactic #3 Improve the PPC Program

17. Tactic #3 Improve the PPC Program
See Speaker Notes.

18. Tactic #4 Improve The Social Media Strategy & Tactics
Use social channels to augment traditional advertising
Build the brand and credibility
Focus on content – news & education
See Speaker Notes.

19. Reeds has a fairly active presence on Facebook, Pinterest, Instagram, Twitter, and YouTube.
Tactic #4 Improve The Social Media Strategy & Tactics

20. Reeds has a fairly active presence on Facebook,
Pinterest, Instagram, Twitter, and YouTube.

21. However, there
doesn’t seem to be
much community
enthusiasm or
engagement.
The posts are boring,
and too product-
centric.
See Speaker Notes.
Tactic #4 Improve The Social Media Strategy & Tactics

22. Social Marketing Editorial Content Calendar
Tactic #4 Improve The Social Media Strategy & Tactics

23. Tactic #5 Improve The Website
See Speaker Notes.

24. REEDS.com
See Speaker Notes.
Tactic #5 Improve The Website

25. Tactic #5 Improve The Website
BazaarVoice Ratings and Reviews
See Speaker Notes.

26. See Speaker Notes.

27. BazaarVoice Ratings and Reviews
See Speaker Notes.
Tactic #5 Improve The Website

28. Tactic #5 Improve The Website
Website Imagery
When you sell a product that your customer cannot
pick up and feel, your imagery must be perfect.
Perfect images ARE digital marketing. Images can
evoke emotions, or they can cause visitors to look
elsewhere.
This is true of home pages, landing / category
pages, or even product detail pages.
The following five slides give examples of immersive,
powerful imagery. The last one (fitbit) is a product
detail page. If you were to link to any of these
pages from Facebook, or Twitter, or a Google SERP,
or even Google Shopping, you would have a good
chance of making a sale. Or at least making a
friend.

31. Tactic #5 Improve The Website

32. Tactic #5 Improve The Website Imagery

34. Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.

35. REEDS sells on Amazon
See Speaker Notes.
Tactic #6 Build Up 3rd-Party Marketplaces

36. Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
The eBay Marketplace

37. Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
The Jet.com Marketplace

38. Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
The Rakuten Marketplace

39. Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.

40. Scorecard
See Speaker Notes.

41. Click anywhere on the picture. https://vimeo.com/114903886
See Speaker Notes.

42. © copyright 2016 by Rick Wingender
https://www.linkedin.com/in/misterecommerce/