Gearing up for the holidays, DiamondDepot.com has launched a major web site redesign with thousands of additional products, improved navigation and additional product links, the Ft. Lauderdale-based company tells Internet Retailer. The site, which went live late in 1999, now features about 2,000 watch SKUs, some 1,200 items of jewelry and more than 7,500 individual diamond stones.
To make navigation on site easier for shoppers, it’s added home page tabs that let shoppers browse under themes such as “Top 10” and “A-List" as well as the broader categories of diamonds and jewelry. The left-hand navigation bar now features categories such as wedding and sport watches, with a link to gift suggestions at specific price points anchoring the top. The site also offers traditional keyword search on the home page.
“We’ve learned over time that we have customers who are looking for value at some of the lower price points rather than looking for a specific item or brand,” marketing director Marc Ross says. “They want to shop by style and theme. So we didn’t want to be locked into merchandising categories, and that’s how the site is designed." Offering opportunities to browse by carefully selected themes as well as by price effectively targets the impulse buyer as well as those seeking products in the lower price range, he adds.
Diamond Depot has placed special emphasis on the value and selection in its watch offering and is growing increasingly competitive in items such as sterling silver jewelry that offer value at lower prices, Ross says. “That’s where a lot of people are shopping now,” he adds.