Jewelry Television

Craig Shields, VP of eCommerce for Jewelry Television talks with Demandware about JTV's growth, deciding factors in choosing Demandware for its ecommerce and mobile commerce platforms and the results the Company has seen since launching its ecommerce site a year ago and mobile commerce site in October of 2010.

Transcript from interview:

Challenges that Led Jewelry Television to Demandware?

We spent years trying to build ecommerce technology in-house and we found that we were just perpetually behind in just best practices. We weren't able to keep up with things like shopping cart conversion, improvements, let alone, innovate, so we were getting further and further behind in our competitive space.

Jewelry Television's Growth since Launching on Demandware Commerce

Specifically we've seen large improvements in a lot of online conversion metrics. On our previous platform we had a lot of issues with shopping cart bugs and issues which is why we have seen conversion metrics, especially around shopping cart funnel, increase dramatically over the past year, and that coupled with sort of a refocus on merchandising, using a lot of the Demandware merchandising tools and then a renewed investment in online marketing, added together has produced a big turnaround in our online business.

Going Mobile: Meeting Customers Where They Are

We just launched our mobile site this past October. For us, this was about trying to meet our customer where she is. Particularly, as a TV shopping network, we've got a unique opportunity to reach our customers wherever she may be. She may be watching television in her living room, bedroom, office, or other places where her computer may not go with her, but her mobile phone does. Anyone who has a Smartphone is using it, so we want to have the "shop now," "buy now," capabilities as convenient as possible for her.

The past year we have seen our ecommerce business grow pretty dramatically, both the sort of core web business as well as mobile. Mobile is really taking off for us, in fact, it was really growing even before we launched our mobile site, but what we have been able to do is optimize the experience, so it's faster for customers on their phone. We've also been able to embed our mobile site into our iPhone and Android app, which again, takes that shopping experience into the app experience that we have created for our customers.

Would you Choose Demandware all Over Again?

Absolutely! This past year has been pretty transformational and we really credit a lot of our successes to Demandware.