Eve and the Serpent

What went wrong with that transaction?

Pinny Gniwisch Founder/EVP Marketing

ICE.com and Diamond.com

ICE.com was launched in August 1999 by four ordained rabbis

Company Overview

No 1 in traffic in the online jewelry category

Unique visitors 1.3 Million

No. of registered customers

1.6 Million

Acquired Diamond.com in 2006

Presentation Takeaways

• The Banana Theory • Tobeehive or get stung• Bottom up vs. top down

What we have learnt over time…

iConsumer

Individual ConsumptionGroup Production

Group Consumption

Caveman

Concept

• Learn how to cooperate and work together

• Had to trust each other

• Hunter-gatherers

• Didn’t see the bigger picture, lived in the now, immediate gratification

• Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am

• As a result of the now near-universal human reliance upon agriculture, the few contemporary

hunter-gatherer cultures usually live in areas seen as undesirable for agricultural use.

NB – Dark Ages Pinny Cave man

Team Work

Barter

Conversation

The Age of Merchants

Commerce

Innovation Agriculture

Team Work Conversation

Barter

The Age of

Knowledge

What do think this is?

EducationTransparency

Mass

CommerceInnovation

Agriculture

Team Work Barter

Conversation

What happened on December 16th 1773?

Boston Tea Party

EqualityFreedom

Mob

$Gold Rush$

60’s

What are 40% of people doing while watching

TV?

A) Eating popcornB) Surfing channels

C) Watching Sex in the CityD) Sleeping

What other activities, if any, do you regularly do while watching TV?

Yahoo! Global Market Research Study, 2006.

Engaging the Consumer in a Multi-Channel World

69%

52%

43% 40%36% 36% 35%

77%

60%

51%59%

43% 40% 37%

Total 18-34

Eat Web Surfing

Phone Read House cleaning

Sleep Cook

?

• 1 computer per child

Internet

• Picture of web

Educated

Transparent

Innovative

Simplicity

Experience

Human

Truman show   the dawn of the new customer     We woke up and realized we have been marketed to all these years

Target

strategyDirect hit

Mission statement

Call to actionBait and switch

ChampionDecoy

Yield

Banana theory

the new medium    

Trend Feelers

the new medium    

Ultimate Mobility

the new medium    

Information Basket

The old

the new medium    

Critique Power

Stung

Transparency

• Lonely girl

• Wallmart

• Ipod battery (video) Place in the beehive slide

Over 1 Million pages

Experience

E for Experience (not eCommerce)

E for Experience (not eCommerce)

borders

 

 

Patagonia

transparency #2 1. reviews

2. easy return policy3. great experience

NB - pinny has video)

 

Things I would do for the Customer

Peop

le

nothing personal its businessthat wont fly

the new boss        video of the conductor or pic of him

do our leaders have what it takes    

(video of the file landing on the table FBI) CEO

President

change the rules    

turn everything upside down    

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GMOOT

Today’s eve

In Memory of Randolph Pausch

1960-2008