February 19, 2008, 12:00 AM

Online sales more than double at redesigned Day’s Jewelers site

Day’s Jewelers, a 100-year-old merchant in Waterville, ME, has more than doubled online sales since launching its redesigned site, DaysJewelers.com, in November. The new site is also driving more traffic to the company’s stores.

Day’s Jewelers, a 100-year-old merchant in Waterville, ME, has more than doubled online sales since launching its redesigned site, DaysJewelers.com, in November, says Jeff Corey, president and CEO.

The retailer’s original site, launched 12 years ago, was used primarily to promote its brand and to educate customers on jewelry, fine gemstones and related topics. But faced with slower traffic in its stores, Day’s Jewelers decided to redesign the web site using e-commerce software from MarketLive Inc., Corey says. Built on MarketLiveR v5, the site leveraged advanced imaging, navigation and merchandising capabilities.

As part of the redesign, Day’s Jewelers increased the size and resolution of product photos on the site. It also streamlined navigation. “Our goal here is for viewers to find exactly what they’re looking for within three clicks,” Corey says.

The redesigned site also features more of the 18,000 items that the jeweler carries in its six retail stores in Maine and New Hampshire.

“Like retailers all over the country, we’re experiencing slower traffic in our stores and we’re trying to find new and exciting ways to meet our customers’ needs,” Corey says. Making more products available online makes it more convenient for Day’s Jewelers’ primary customers-women-to shop, he says.

“Women have very, very busy lives,” Corey says. “We’ve tried to bring a huge number of items into her home so she can sit at her computer and see literally thousands of pieces of jewelry with beautiful pictures and great descriptions.”

The re-launched site also features a “Would you like to see this item in a Day’s store?” button on the product page, which enables customers to make an appointment online to see the piece of jewelry in a store. “We understand that most people would prefer to see, to touch, to feel jewelry, to experience it before they make a purchase,” he says.

Since the re-launch of the site, sales have more than doubled from the year-earlier period, and continue to grow, Corey says. More visitors also are coming to the site.

“It continues to grow as we get a better understanding of search engine optimization and how to describe the product,” he says.

The site also is driving more sales in stores, Corey says. 78% of the people who click on the “Would you like to see this item in a Day’s store?” button go on to make a purchase at the store. “This is working very effectively to driving traffic into our stores,” he says.

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