July 11, 2001
A good commercial can do wonders for a jewelry store, and so can a good Web site. Silverhorn.com combines them and uses its site as a "web-mercial" an Internet commercial for its store highlighting beautiful merchandise and skilled craftsmanship.
Consumers visiting Silverhorn.com are greeted with a simple page containing the Siverhorn logo and links to view the presentation or jump to the store's contact information. The presentation is only a few minutes long, but it's well done and runs smoothly on most computers with newer Web browsers and the Flash browser plug-in. The presentation combines text and subtle sounds and music with images of Silverhorn's jewelry and its craftsmen at work.
Other than the presentation, Silverhorn.com has a contact page and a one-page gallery of new merchandise. The contact page includes a simple form visitors can use to submit questions and comments. The gallery shows small images of 10 items, and visitors can click on any of the images to see a larger version.
The site itself is quite small, but the impact is much larger. While online shoppers can't buy merchandise at the site, potential bricks-and-mortar store shoppers can learn about Silverhorn Jewelers at the site. Which is an effective strategy. Remember, most Internet users research stores and products online and then go to a physical store to purchase merchandise.
- by Julia M. Duncan