MEDIA-I: New media choice: just gold

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