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Jewelry Television targets consumers on the go with mobile shopping platforms

December 8, 2010

Jewelry Television debuts sparklilng mobile commerce initiatives

Jewelry Television debuts sparklilng mobile commerce initiatives

This holiday season Jewelry Television is taking home shopping mobile with the launch of its free applications for Apple’s iPhone, iPad and iPod touch and many of Google’s Android devices.

The company has also launched a consumer-facing mobile Web site. JTV’s mobile applications are designed to meet the needs of shoppers on the go by delivering streaming live video from the television broadcast, a location-based GPS channel finder, educational videos-on-demand, a virtual ring-sizer and programming guide.

“The growth of smartphone adoption cannot be ignored, especially for retailers,” said Tim Engle, senior vice president of strategic initiatives at Jewelry Television, Knoxville, TN. “We felt that it was very important to meet our customers on their terms and sometimes that means we need to reach them beyond the living room.

“Our company, which focus exclusively on jewelry and gemstones, is a fast-paced and exciting way to shop,” he said. “Producing 168 hours of live programming every week, we wanted to provide a mobile experience that captured all aspects of our business.

“Our target demographic is female consumers ages 40-65, college-educated and more affluent than average.”

Jewelry Television claims to be the only broadcast shopping network that focuses exclusively on the sale of fine jewelry and gemstones. The privately-held broadcasts to 80 million-plus unique households in the United States.

JTV goes mobile
JTV’s applications were created to educate, entertain and drive sales. They include Gemopedia, featuring images, gemstone facts, pronunciations, birthstone calendar and product specifications.

One of the most unique features of the application is the virtual ring-sizer, which measures the size of any ring when placed directly onto the screen of a smartphone, eliminating the frustrating question of “What size ring should I purchase?”

Mr. Engle said that JTV’s goal was to put the world of jewelry and gemstones in the palm of consumers’ hand

JTV’s mobile strategy was created to give consumers more ways to shop.

In addition to shopping the TV broadcast or online, consumers can now shop via its mobile applications or mobile Web site and still access more than 30,000 products from their mobile device.

And because both the mobile applications and site are built on the same Demandware platform, the shopping experience is consistent.

For example, if consumers place an item in their cart while shopping from your iPhone or Android device, it will still be in their cart when they log onto to their desktop computer at home or the office.

Jewelry and gemstone enthusiasts can now download the JTV application, which is compatible with many smartphones, for no charge through the iTunes App Store or Android Market.

The mobile Web site is accessible at


The mobile site and applications are are fully integrated with JTV’s other properties. This means that real-time shopping can occur across any of its channels.

The Web and mobile channel uses JTV’s live broadcast with program streaming. The retailer is also able to use all of its video content providing video on demand.

Because the applications are fully integrated into its Web platform powered by Demandware, JTV’s mobile payment options do not differ from what consumers can use online or in its call center.

Again, this is due to the full integration of all channels that sit on a common platform.

Also, the Web and mobile platform lets JTV vastly expand the educational component of its business.

“We have always believed that an educated customer is a satisfied customer,” Mr. Engle said. “Most importantly, it allows us to meet the customer on their terms with a rich experience no matter what channel is used.”

JTV has an extensive marketing strategy, which includes promotion on its 80 million household TV network.

Additionally, the retailer will email its customers who like to shop online.

JTV is running ads to promote the applications and mobile site across the mobile Web and within other applications.

“We ship millions of packages every year, which gives us a unique opportunity to create awareness with all our customers,” Mr. Engle said. “We will also create an extensive public relations effort to create awareness beyond our customers and viewers.

“ is one of the most visited jewelry Web sites in the country,” he said. “Promotion on this platform through banner placement will also create excitement about the app.

“We will focus primarily on our vast distribution and customer base.”

Final Take

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at

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