Ice.com on course to grow sales 50% this year
Jewelry e-retailer Ice.com, No. 193 in the Internet Retailer Top 500 Guide to Retail Web Sites, is on course to boost sales by about 50% year-over-year to about $50 million this year, co-founder and executive vice president Pinny Gniwisch tells Internet Retailer.
In addition to acquiring Diamond.com this year from Odimo Inc., No. 151 in the Internet Retailer Top 500 Guide to Retail Web Sites, Ice is taking several steps to boost sales through marketing and new shopping features, Gniwisch says.
It’s expanding its marketing, for example, by moving into social networking sites, such as Facebook.com and MySpace.com, offering free jewelry to participants who upload and judge videos featuring Ice.com’s products along with its logo.
As that helps to increase traffic to Ice.com, shoppers will reach an improved shopping experience, Gniwisch adds.
Ice’s new loose-diamond ring configurator, for instance, is designed to replicate an in-store shopping experience. “Diamond configurators normally start with choosing a diamond,” he says. “Ours offers three ways to buy a diamond ring: You can choose a ring band first, choose a diamond first, or choose to browse. It’s similar to the way you might speak to a diamond dealer. It’s less technical, more user friendly.”
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