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NJN retail forum shows importance of Web presence

By Michelle Graff
July 30, 2008

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New York—Retail jewelers looking to better understand how to run a successful Web site got an earful from experts on Tuesday at the JA New York Summer Show.

National Jeweler Network sponsored an all-day Online Retailing Forum, held in conjunction with the JA New York show at the Jacob K. Javits Convention Center in New York City, from 8 a.m.-5 p.m.

About 175 retail jewelers attended, and the speakers' presentations prompted a lot of questions and participation from attendees.

The forum opened by detailing why retail jewelers should have a Web presence of some sort.

During the opening remarks, Shannon Lynd, senior vice president of production and product development at Web content-management company Bizzuka, said that current research shows 62 percent of shoppers research products on the Internet via search engines before they make a purchase.

Statistics also show that watches and fine jewelry is the fastest-growing category for online shopping.

All of this underscores the importance of having a good Web site, and not one designed by a relative or a friend, Lynd said.

"It's time for professional Web site," she said.

Lynd also encouraged retail jewelers to make their Web sites more interactive through the use of tools such as video and blogs, and to check out how they can utilize social media sites such as Facebook and MySpace.com.

The all-day discussion also included panels on understanding how online fine-jewelry consumers shop, excellence in multi-channel retailing, taking a successful brick-and-mortar business online, maximizing click-through and conversion rates, and a presentation on the best Web sites in the business.
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