MEDIA-I: New media choice: just gold

Site: www.justgold.com.hk The 'Just Gold' concept is not just 'gold'. It represents a real woman. It's an embodiment of a modern, independent and strong character to which all women aspire to. This image has been long established through well-crafted TV commercials, so it's interesting to see what the website can do to enhance this. Somewhat disappointingly, justgold.com.hk is far more focused on selling than in creating the sensual experience that is so essential to a jewellery purchase. Overall the look is clean and elegant, but far more is needed to create the kind of excitement that can be felt in the stores, through rich media technology, sound, pictures and animation. Once the experience is right, the selling shouldn't be a difficult task, particularly with the simple and insightful search function that offers, among many others, the inspired 'by occasion' option. Given the product category, the registration process is far off the mark. Most first visit customers are not going to make a purchase, but if they are to come back they need to be treated with more respect and greater care. Don't ask them to leave you all their details, but fields like name, email address, sex and age are enough for remarketing. The area with most potential I believe is the 'Just Creation' Section. It is spot on for the target audience, tapping into unique female insights and attitudes that would encourage repeat visits. Further developing this area via viral marketing will turn it into an instant community model which can enhance the site attraction and stickiness.

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