After a delay while it integrated its recent acquisition of Diamond.com, Ice.com now expects to launch an online video initiative within 45 days.
The company’s latest marketing initiative is meant to give online jewelry buyers, who often make a purchase based on an emotional decision, another way to see and evaluate the merchandise. The company is building a set and investing in the technology to conduct webcasts by the end of the year or early 2007, says Ice.com CEO Shmuel Gniwisch. The plan is to have customer service reps and other employees—those who know the most about the company’s nearly 3,000 SKUs—star in webcasts that may run from 9 a.m. to 5 p.m. on business days and will then be archived for shoppers who want to view the video at a later date. “We will highlight new products, best sellers and what the stars are wearing,” Gniwisch says.
The webcasts will cover various aspects of buying and caring for jewelry, the site’s top 10 items of the week and other topics. “We will build a following with special shows like ‘What's Melting the Ice,’” says Gniwisch. “We will build a brand like QVC, HSN and ShopNBC; but unlike those companies, which only use one channel effectively, we will use the Internet, a catalog and video.”
Ice.com, No. 193 in the Internet Retailer Top 500 Guide to Retail Web Sites, acquired Diamond.com from Odimo Inc. for $9.5 million.
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