The Client
U.S. jewelry retailer conglomerate
The Challenge
Rogers Ltd., a large U.S. jewelry retailer with over 50 locations throughout the United States, approached Haverstick Consulting’s Web development team needing assistance in developing a robust consumer Web site that worked in tandem with the firm’s stores. The current site was slow, difficult to navigate and did not allow online ordering. Furthermore, the site was viewed as competition by the sales force. The client was looking for a completely new look and feel, a friendlier and useable online consumer presence, and a new revenue stream via online shopping.
Balancing Web sales with a commissioned in-store sales force and a well-proven marketing and merchandising plan would prove to be difficult if the site did not work hand-in-hand with the existing business channels. Therefore, the business objectives of the firm were well defined before any functional specifications were begun for site construction.
- Create a new revenue stream via online purchasing
- Create a new marketing presence on the Web
- Maximize the in-store salesperson’s time by migrating sales that require less education, with lower price points and commission margins online
- Expand CRM quality by delivering and supporting a strong consistent service online that supported the in-store experience
- Reduce the overall cost of sales transactions
The Haverstick Approach
The Haverstick Consulting development team met with Rogers’ senior management and department managers to determine the key goals of the initiative, and to review both the business and technical processes and infrastructure in place within the organization. Following a thorough “‘Discovery” phase, a solution was designed that met Rogers’ business and technical goals and requirements, as well as budgetary and timeline considerations.
The collective Haverstick Consulting and Rogers, Ltd. team worked to assign a clear business objective that could be supported by Rogers, Ltd. and executed by Haverstick Consulting’s development team. From that, a site design and technical approach was designed that insured that Rogers’ existing infrastructure and processes were disrupted in a minimal way.
The Result
The Rogers Jewelers Web site has been successfully running since its inception. The sales team utilized the Web site as an educational tool, providing clients who might not otherwise visit the store with valuable information. The site has also been extremely effective in opening up sales time and retail space for higher-margin items. The site works hand-in-glove with the firm’s overall marketing campaign, and is an efficient and effective outlet for sale merchandise. Customer service has been largely improved by providing valuable repair and maintenance information to clients who are removed from a store or geographic region, either permanently or temporarily.
The site was built in a way that allows Rogers’ in-house marketing and IT team to manage all product and informational content without outside assistance. This helps to further reduce overall costs and generate a higher return on investment for Rogers. | 
