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

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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.”

Read more at Internet Retailer

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Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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