Assessment of the Possible Uses of the World-Wide Website Belonging to Nash Jewelers - Case Study Example

Business 16 March Nash Jewelers John C. Nash 5 July 2000 Assessment of the possible uses of the world wide website belonging to Nash Jewelers Recommendations: The website belonging to Nash Jewelers can be utilized for marketing as well as a selling site. To dos so, the following steps need to be followed; Short term- Immediately to one week 1) Immediately contact Gray Evans, John’s cousin, who is knowledgeable about web-building to develop an interactive web for Nash Jewelery 2) Immediately contact Odyssey, the local Internet Service Provider (ISP) supplying internet at a rate of $50 per month. 3) Hire a programmer immediately to assist Evans in developing the website and programs 4) Hire goldsmiths to design jewelry from orders made online through the Design Jewelry On-Line (DJOL) software. 5) Hire a photographer to take photos of the newly designed jewelry and post them online for customers to see. Medium/long term- one week to three months 1) Print brochures, and newspaper about the new website. Place an ad on London free press and London business magazine. 2) Have more info commercials on how to shop jewelry online 3) Develop adver-games to educate children about gemstones. 4) Through Canadian Jewelry Association (CJA), organize collaborated marketing drive Control and Feedback Continuously carry out surveys to ensure Nash Jewelry reputation is well maintained. The surveys will help Nash to respond quickly to customers’ feedback. Contingency plan 1) Advertise on commercial websites. Nash jewelry can place banner ads on other companies’ websites at a small fee. Use emails to reach out to online customers 2) Consider advertising the Nash jewelers on televisions and radios 3) Nash should consider online partnerships with other jewelry companies such as Blue Nile, Park Ave, and Tiffany to create links to their site from popular websites such as Yahoo and Google Nash Jewelers- Executive Summary By: Student’s Name Internet marketing is growing fast and creation of an interactive and modern website is the first step of embracing this trend. Many shoppers are going online in search of various commodities to buy. However, before John C. Nash has invested time and money in developing Nash Jewelers Website, he would like to understand how the website will be used to improve the sales of jewelry. The website can either be used for marketing only or can also be used sell jewelry online. John would like to understand how the website will look and make the customers feel. John would like to be certain of the content to be displayed on the website too. John is also considering the options of selling some advertising spaces to other companies in order to generate revenue. John is considering the option of advertising on an external website to attract traffic to Nash website. John would like to understand the sustainability of the website in the future. Problem Statement: Assessment of the possible uses of the world wide website belonging to Nash Jewelers Recommendations/ Implementation The website belonging to Nash Jewelers can be utilized for marketing as well as a selling site. The site should be interactive to allow customers to place their orders and make selections of jewelry based on their materials, color, sizes and prices. The site should make the customer feel like they are in a normal brick and mortar store by displaying all the available jewelry items. To generate extra revenue and to generate more traffic to Nash’s site, John should allow popular companies to advertise on the company’s website. It is also recommended that, Nash should advertise its products on other popular websites. Sharing the site in other websites will create awareness and attract new customers. With the increasing popularity of online shopping, making an early online presence will guarantee future competitive advantage. The following steps should be undertaken to ensure the website is effective; Short term- Immediately to one week 1) Immediately contact Gray Evans, John’s cousin, who is knowledgeable about web-building. Using Evans will help to maintain the costs of maintaining the website at a minimum at this early stage. Evans has a rich experience in maintaining websites and his experience will be valuable. Evans will help Nash develop and maintain an interactive website at “family rate” of $1500. This rate is affordable for Nash Jewelry. 2) Immediately contact Odyssey, the local Internet Service Provider (ISP) supplying internet at a rate of $50 per month. Nash should sign a contract with the ISP to begin their services within a week 3) Hire a programmer immediately to assist Evans. The programmer will help to develop a program that allow customers to search for the specific items that they want and filter them according to color, size, materials, quality, and price. The programmer will help Nash come up with programs that can be used to take in consumer commands to redesign the appearance of the jewelry to fit what the customer wants. 4) Hire goldsmiths to design jewelry from orders made online through the Design Jewelry On-Line (DJOL) software. The young goldsmiths will be able to respond immediately to the customers’ demands and deliver high quality products from the orders placed through DJOL software. 5) Hire a photographer to take photos of the newly designed jewelry and post them online for customers to see. The customers will use “GEMVISION” software to redesign the images to produce jewelry that fits their tastes. Medium/long term- one week to three months In the case the popularity of the website will not have picked to a profitable level by the end of the week, Nash Jewelery should consider the following actions; 1) To print brochures and distribute them in the streets of London and Ontario to create awareness about the online business the company has started. The company should also place advertisements on newspapers such as the London free press and magazines such as London business magazine. Publishing the information about the website will create more awareness on the business 2) Have more info commercials on how to show jewelry online. Infocmmercials such as the “Gemtalk” is cost effective as well as an effective awareness tool. Nash Jeweler can use the infocommericals to educate people on how to shop jewelry online, and by doing so they create awareness about their online activities. 3) Develop adver-games to educate children about gemstones. Children and teenagers like video games. Developing advergames will create more interest among people about the jewelry. The more interested the people are, the higher the chances of the visiting the site and making purchases 4) Through Canadian Jewelry Association (CJA), organize collaborated marketing drive Control and Feedback Contingency plan 4) Advertise on commercial websites. Nash jewelry can place banner ads on other companies’ websites at a small fee. Use emails to reach out to online customers 5) Consider advertising the Nash jewelers on televisions and radios 6) Nash should consider online partnerships with other jewelry companies such as Blue Nile, Park Ave, and Tiffany to create links to their site from popular websites such as Yahoo and Google Read More