Tomorrow Is Here: Rethinking the Web

Every jewelry store with annual retail sales in excess of $250,000 needs a Web site. If you already have one, congratulations. If not, take it in small steps—don't charge out of the gate with a full-blown e-commerce site that rivals Blue Nile. Think of your Web site as a full-page Yellow Pages ad combined with a 90-second radio commercial. Prominently list your store hours, phone number, and address and provide simple directions to your location(s) from major roads in your area. Clearly show the credit cards you accept and state your credit terms and finance promotions to give potential shoppers a sense of ease in doing business with you. Highlight your key watch and jewelry brand names for their halo effect, even if you can't sell them over the Web because of manufacturers' restrictive Web sale policies. Be sure to list specialty items, such as loose diamonds and platinum bridal set

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