Headlines

Online Jeweler Figures Out How to Keep Site Visitors from Going to Competitors

Published

8 years ago

April 27, 2016

INSTORE Staff

E-tailer leads all others in average desktop visit duration.

Jewelry Television recently became the top U.S. online retailer for desktop traffic engagement, increasing its average visit duration to 14 minutes, 4 seconds in March from 12 minutes, 37 seconds in February, writes Internet Retailer, citing an analysis by analytics company SimilarWeb. The trick, the article says, has been Jewelry Television’s video content, which has proven effective in keeping visitors on the site and away from other e-tailers. “This engagement is no surprise given the site’s innovative methods of keeping users online to discover new content,” says Pavel Tuchinsky, SimilarWeb’s digital insights manager. “For example, it has video content including an option to watch live broadcasting of showcased jewelry items, which is one of the most popular pages on the website based on SimilarWeb data, alongside weekly episodes of jewelry-making school.”

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”