August 17, 2005, 12:00 AM

Diamond.com polishes off new personalization features

Odimo Inc., which operates Diamond.com and two other e-commerce sites, is updating its technology platform and adding new site features, including rich media and enhanced search tools.

In time for the holiday shopping season, Odimo Inc. is making several site improvements to Diamond.com.

Odimo just updated Diamond.com with new applications from Scene7 Inc. that allows shoppers to zoom in on merchandise, see the product in better detail and look at a diamond or piece of jewelry from a specific angle.

Odimo, which also operates Ashford.com and WorldofWatches.com, is further enhancing Diamond.com with improved site search. For Diamond.com, Odimo utilizes Qwiser Salesperson from Celebros Ltd., which includes applications for recognizing spelling variations, comprehending variations in language syntax and semantics and delivering concept-based search results. Together Odimo and Celebros are refining the search engine on Diamond.com by expanding the site’s product databases and word taxonomies. The result is a more precise search function that lets customers shop for merchandise by more specific terms such as by department, material and category.

“We are doing more to personalize the shopping experience,” says Michael Dell`Arciprete, Odimo vice president of marketing. On its web sites, Odimo already provides customers with the ability to select a diamond by carat, clarity, color, cut or price and to view it in a variety of mountings and settings through a “Design Your Ring” feature. The merchandise on Diamond.com is also graded and certified by the Gemological Institute of America and GIA certificates are available online for customers to review before making purchase.

With more personalization, Odimo, which ranks as No. 106 in the Internet Retailer Top 400 Guide to Retail Web Sites, is looking to expand its online jewelry sales which in 2004 accounted for 39% of all sales. Odimo, which went public earlier this year, had 2004 web sales of $52.2 million.

“During the third quarter we have scheduled a re-launch of our Diamond.com site with enhanced features and are also excited by the repeat business and new customers that we are attracting as we focus on our diamond and jewelry business,” says Odimo CEO Alan Lipton.

Odimo reported higher sales in the second quarter of 2005, with net sales of $11.5 million, up 11.7% from $10.3 million in the year-earlier period.

 

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