Online Updating: 10 Ways to Streamline Your Digital Presence

In retail, the accessibility and appeal of your online presence is just as important as the allure of your brick-and-mortar locations. Data firm Forrester Research predicts online spending will increase 62 percent by 2016—with 192 million U.S. consumers regularly shopping in cyberspace. Many independent and chain jewelry retailers will be primed to capture a chunk of that traffic. But the retailers with simple, easy-to-use ­e-commerce sites—linked to popular social media sites—can expect to have a distinct edge over retailers whose sites and social media platforms lack polished or user-friendly interfaces. Here are 10 easy-to-implement ways to up your online game.1. Nail Down (Then Maintain) Your Identity“Trying to be too many things to too many people” tops the list of mistakes retailers make online, says Nashville, Tenn.–based digital marketing strategist Michael Barber. B

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