Cut, Color, Clarity and eCommerce

Designing an engaging eCommerce experience can be challenging. Tackling this along with changing a culture is nearly impossible. Learn simple tactics to create an engaging website and changing company culture along the way.

Transcript

1. ECOMMERCE LESSONS LEARNED FROM LAUNCHING CUT, COLOR, CLARITY &
2. HI. I’m Craig – @smallfarmdesign
3. SO LET ME ASK MARRIED, ENGAGED, SOON TO BE
4. WERE YOU 100% IN YOUR DECISION …with the ring not your significant other
5. A STORY
6. MONTHS ON AVERAGE A GROOM SPENDS FINDING THE ENGAGEMENT RING 3
7. HOURS 3
8. CURRENT SITUATION
14. JEWELERY WEBSITES WHAT ABOUT
19. JEWELERY STORES WHAT ABOUT
20. THE WANT
21. GOAL
22. “REDESIGN STERLING’S CURRENT EDUCATION CENTER IN FY2014”
23. MY GOALS
24. BE DIFFERENT
25. BE DIFFERENT BE VALUABLE*
26. BE DIFFERENT BE VALUABLE* BE APPROACHABLE
27. BE DIFFERENT BE VALUABLE* BE APPROACHABLE BE HELPFUL*
29. HOW I DID IT DEVELOP A ROADMAP COMMUNICATE FORWARD AVOID THE SWOOP & POOP 1 2 3
30. DEVELOP A ROADMAP 1
31. AUDIENCE WHO IS THE
32. WHO IS THE AUDIENCE Jewelry Customers Brides-to-be Grooms-to-be Brides’-to-be Friends Gen Y Those Older then Gen Y Clueless Men Gift Givers Legal Stores Employees Internal groups Buyers Merchandisers Marketing Product Brands C-level Executives Project Team Competitors
33. PRIMARY AUDIENCE WHO IS THE
34. KNOWING WHO ≠ KNOWING WHAT
35. THE ROADMAP
36. “ The education center’s mission is to provide guidance and help the customer make, or reinforce, their buying decision. It should serve as the backbone to the Sterling ecosystem, being a resource for both our customers online and our associates in the stores. The education center should be seen as the leading source for helping people purchasing wedding jewelry, gifts for themselves or gifts for others. The education center is the first step on the journey of creating customers for life.”
37. COMMUNICATE FOWARD 2
38. EVP MARKETING CONSULTANT VP ECOMMERCE VP MERCHANDISE VP CREATIVE DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR ME
39. EVP MARKETING CONSULTANT VP ECOMMERCE VP MERCHANDISE DIRECTOR DIRECTOR VP CREATIVE DIRECTOR DIRECTOR VP STORES DIRECTOR DIRECTOR ME
40. I GOT UNDER THE BUS THR WN @smallfarmdesign
41. GAIN RESPECT THE KEY TO SUCCESS
42. SPEAK THEIR LANGUAGE OR THEY WON’T HEAR YOU.
43. IDENTIFY YOUR AUDIENCE WHY DO THEY CARE GIVE ONLY THE ESSENTIALS
44. AVOID THE SWOOP & POOP 3
45. When management or stakeholders insert themselves into a project, often near the end and with limited project knowledge, using their power to criticize the work that has been completed in an effort to gain control.
46. SWOOP & POOP HOW TO AVOID THE
47. LISTEN
48. LISTEN SKETCH, TALK, SHOW
49. CALL BULLSH!T RESPECTFULLY Legal Disclaimer: The presenter of this material shall not be held responsible for any unforeseen outcomes due to taking action on the advice given.
50. HALF-BAKED THOUGHT DO NOT ARGUE WITH
51. CONCEDE WHEN ALL FAILS
52. HOW I DID IT DEVELOP A ROADMAP COMMUNICATE FORWARD AVOID THE SWOOP & POOP 1 2 3
53. WHERE WE ARE NOW LET’S TALK ABOUT
59. OUTCOME
60. QUESTIONS ?