Abstract
Purpose: The purpose of this study is to develop a basic guideline for jewellery retailers for
an investment in e-commerce by handling the important success factors, difficulties and risks.
Design/methodology/approach: Firstly, analysing previous results for important success
factors, difficulties and risks general in e-commerce. Secondly, expert interviews with four ecommerce
start-up managers and one consultant for the jewellery industry to analyse the
special challenges in e-commerce for jewellery retailers. Thirdly, by combining these results
and appropriate solution approaches based on the expert interviews and further literature
developing a basic guideline how to handle these factors at an investment in e-commerce.
Findings: Many general e-commerce success factors, difficulties and risks in e-commerce
apply also for the jewellery retailers. For jewellery retailers the picture quality, page design
and customer trust is more important as in other industries.
Limitations: The focus of study and guideline is on e-commerce for B2C jewellery retailers,
there is no examination about product development or selection. Furthermore it is focus on
the behaviours in western Europe and excluded the gems market.
Practical Implication: The study helps jewellery retailers at their investment in e-commerce
by facilitate to handle the important success factors and difficulties, as well as to protection
for pitfalls by using the developed guideline.
Originality/value: The study developed unique guideline for jewellery retailers for an
investment in e-commerce.
Table of Contents
1. INTRODUCTION
2. AIMS AND OBJECTIVES
3. LITERATURE REVIEW
3.1 DEFINITIONS
3.1.1 E-Business
3.1.2 E-Commerce
3.1.3 Website
3.1.4 Online-Shop
3.1.5 Information architecture
3.1.6 Critical / Important success factors
3.2 E-COMMERCE BACKGROUND
3.3 INFORMATION ARCHITECTURE
3.4 JEWELLERY RETAIL MARKET
3.5 E-COMMERCE FOR THE JEWELLERY INDUSTRY
3.6 GAP IN THE LITERATURE
4. RESEARCH METHODOLOGY
5. DESK RESEARCH
5.1 E-COMMERCE SUCCESS FACTORS
5.2 ADVANTAGES AND DISADVANTAGES OF E-BUSINESS FOR RETAILERS
6. PRIMARY RESEARCH
6.1 PRESENTATION OF ANSWERS
6.2 DATA ANALYSIS
6.2.1 Chances, difficulties and risks for jewellery retailers
6.2.2 Important success factors for jewellery retailers in e-commerce
7. IMPLEMENTATION GUIDELINE
8. CONCLUSION
9. LIMITATIONS OF STUDY
10. BIBLIOGRAPHY
11. APPENDICES
Objectives and Research Themes
The primary goal of this research is to create a practical guideline for jewellery retailers interested in entering the e-commerce space, specifically addressing the unique challenges, risks, and success factors associated with this sector.
- Strategic investment in e-commerce for jewellery retailers.
- Identification of critical success factors in the digital jewellery market.
- Evaluation of psychological barriers and consumer trust in purchasing luxury goods online.
- Practical implementation steps including IT, marketing, and logistics.
- Analysis of the interplay between traditional brick-and-mortar presence and online channels.
Excerpt from the Book
3.3 Information Architecture
Information Architecture is the framework and heart of a website, it is the organization of content and functionality, the labelling system and the navigation scheme, according Rosenfeld (2002). The importance of information architecture at the web is often underrated and ignored, demonstrated by millions of websites which look amateurish, according to Reiss (2000). Good information architecture is the key to get visitors confident and archive the goals of the website, it’s the “invisible” layer for the one-to-one relationship with the visitors. According to Karat (2004) in a typical e-commerce site, the information architecture specifies: The major organizational scheme of the site, eg. by topic or by audience. The product organizational system eg. by price, by brand, by category, this helps users to find what they want. The labels used for the product categories and functionality. The global navigation, this are the links across the pages, eg. Shopping cart, search and the major organizational schemes. The local navigation, this means how users navigate within a product category. The contextual navigation, this means how users navigate across the major sections to get to “related items” and how the business enables “cross-selling”. Examples for cross selling could be additional special gift packages or greeting cards, but also suitable earrings for a chain.
Summary of Chapters
1. INTRODUCTION: Provides an overview of the growth of e-commerce and the specific context of the jewellery retail industry, identifying the need for strategic investment guidance.
2. AIMS AND OBJECTIVES: Defines the research purpose, which is to create a concept guideline for retailers to successfully implement e-business in the jewellery sector.
3. LITERATURE REVIEW: Establishes definitions and theories regarding e-business, information architecture, and the specific dynamics of the jewellery retail market.
4. RESEARCH METHODOLOGY: Outlines the research approach, combining secondary literature analysis with qualitative primary expert interviews.
5. DESK RESEARCH: Analyzes established success models in e-commerce and the general advantages and disadvantages for retailers.
6. PRIMARY RESEARCH: Presents and analyzes findings from expert interviews with e-commerce startup managers and industry consultants.
7. IMPLEMENTATION GUIDELINE: Offers a structured, actionable guide for jewellery retailers to build a successful online presence based on the research findings.
8. CONCLUSION: Summarizes key findings and emphasizes that success in jewellery e-commerce requires patience, significant investment, and focus.
9. LIMITATIONS OF STUDY: Addresses the geographic and sectoral boundaries of the research, noting the focus on Western Europe and B2C jewellery retail.
Keywords
E-Commerce, Jewellery Retail, Online-Shop, Success Factors, Information Architecture, Business Guideline, Digital Strategy, Consumer Trust, IT-Service, CRM-System, Marketing Plan, Retail Innovation, SME, Psychological Barriers, Online-Business
Frequently Asked Questions
What is the core focus of this research?
The research focuses on providing a practical, strategic guideline for jewellery retailers who are considering or currently undertaking an investment in e-commerce.
What are the primary themes covered in the study?
Central themes include e-commerce success factors, information architecture, the specifics of the jewellery retail market, IT implementation, and the management of online customer relationships.
What is the ultimate goal of the work?
The aim is to help jewellery retailers navigate the complexities of digital transformation to reach a wider customer base and effectively increase turnover through a dedicated online-shop.
Which methodology was employed for this study?
The study utilizes a mixed-method approach, combining extensive literature review with qualitative expert interviews from four e-commerce start-up managers and a jewellery industry consultant.
What aspects of e-commerce implementation are discussed in the main body?
The main body covers everything from technical foundations like domain registration and hosting, to design, marketing plans, customer relationship management (CRM), and logistical challenges.
Which keywords define this publication?
The study is defined by keywords such as Jewellery Retail, E-Commerce, Success Factors, Digital Strategy, and Online-Shop Management.
Why is "trust" highlighted as a major factor for online jewellery sales?
Because jewellery is often high-value and luxury-oriented, customers are naturally hesitant to buy online. The research emphasizes that factors like photography quality, usability, and professional design are critical to building this trust.
How does the research compare the "brick and mortar" model with the online model?
The research concludes that these channels often complement each other, with online shops expanding reach and efficiency, while traditional stores provide the "touch and feel" trust that online-only retailers must strive to replicate.
What is the role of a "killer differentiator"?
A "killer differentiator" refers to focusing on one specific area—such as product uniqueness, competitive pricing, specialized features, or superior service—to successfully compete in a worldwide online market.
- Quote paper
- Sascha Kurth (Author), 2011, Investing in e-commerce for jewellery retailers, Munich, GRIN Verlag, https://www.grin.com/document/180749
