Kelly Jewelers Case

Kelly Jewelers is located in Midvale, UT. The store is owned and operated by Jimmy Kelly, who is a good friend of mine. He shares 50% of the company with his father, who owns and operates store the store in St. George. The goal of the company's website, http://www.kellyjewelersonline.com, is display and sell existing inventory online. The website is shared between the Salt Lake and St. George store. The website is ultimately a virtualization of the physical stores and serves as a channel between the buyer and seller (Kelly Jewelers). The company also offers services like repairs, appraisals and custom orders.

According to alexa.com, Kelly Jewelers has a global ranking of 19,147,548. There is very limited analytical data available, which indicates that the site does not generate sufficient web traffic. The black background does not convey characteristics usually associated with jewelry, such as luxury and refined quality. Additionally, the text is hard to read, almost illegible. Some of the side tabs lead to empty pages. The webpage looks like it is from the 90s and is in great need of improvement. There is no competitive advantage, if anything the website is a disadvantage and is doing a disservice to Kelly Jewelers.

Jimmy's store does have a Facebook book page, but there are only a few pictures of the sales merchandise. The pictures are of good quality. The Facebook page has 185 likes and includes both a map and contact information. Currently, this is the only social media. Jimmy should consider setting up a twitter. He is in constant communication with various jewelry operations in Salt Lake. My understanding of the industry is that it is a small collection of private stores that buy, sell and trade with each other daily. Twitter would greatly expedite the communication process.

The company may want to incorporate the word "diamonds" in their web address since this is the company's main