Diamonds International
www.diamondsinternational.com
Diamonds International is a known fine jeweler, with over 165 retail stores in the U.S., Canada and Caribbean. Honeymooners, couples and frequent cruise passengers have heard of D.I. The company has a website at ShopDI.com. Sales from the site prior to 2006, the year the Web Director at D.I. hired Agent-cy, were weak and the web team suffered from a lack of online marketing direction, online branding and online market share. In a saturated marketplace online, such as jewelry, ShopDI.com, had a long road to go; but with effective positioning, sound online consumer behavior research and analysis and unquestionable viral marketing tactics that drive results, Agent-cy was able to take ShopDi.com from unknown to a leader in online fine jewelry sales in just under three years. Read the story below.
Goals
- To develop and grow a strong online brand
- To define, find and engage their online audience
- To break the clutter and find target visibility in a saturated online marketplace
- To create an online marketing machine in e-commerce and increase online sales by 20%
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Approach
- Develop a strategic online marketing plan, including actionable roadmap
- Strong SEO program delivering on designer, gemstone and product keywords
- Create and drive interest around weekly and monthly contests and programs with beauty media
- Create and drive loyalty around online affinity programs
- Deliver stories of interest via a Lifestyle Newsletter™ Content Management program
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Results
- 20% online sales increase from 2006-2008
- Placements in major media – Robb Report, Glamour, The Knot, NYC Fashion Week, Seventeen and more
- Google Page Rank increase from 3 to 5
- #1 Google Positioning for “Duty Free Jewelry” and “Tanzanite Jewelry”
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