Hot Diamonds, one of the leading brands in the world offering contemporary diamond jewellery, approached Read & Woolf in September 2005 to give their website the same clarity as their offline proposition.

Their incumbent website was a corporate-focused brochureware site with little evidence that the site addressed customers needs, even though their offline advertising was driving over 10,000 unique visitors per month to the site. Hot Diamonds recognised the need to explore how the web could play a stronger role in securing brand loyalty and to nurture their potential and existing customer base.


What we did

• We initially highlighted how to address customer needs, encourage self-purchase and gift behaviour and create brand affinity via the web.
• We identified how to coordinate jewellery pieces, and utilise customer data, so as to increase cross/up sell opportunities.
• We integrated Hot Diamonds’ timepiece and jewellery offering (previously they had been separate propositions).
• We designed and built a database-driven, content managed website which reflected Hot Diamonds new brand identity.
• We established synergy with their offline advertising.
• We improved the sites visibility to search engines.
• We ensured the technology we recommended can be easily transferred across international portals.
• We trained the Hot Diamonds team to personalise future online communications very quickly – keeping the site exciting and fresh.

Result

The new Hot Diamonds website went live on 24th October 2005.
Visit: www.hotdiamonds.co.uk