Watch and jewelry companies are less savvy at using the digital medium than other sectors, according to “Digital IQ Index: Specialty Retail,” a study released Aug. 23 by the think-tank L2.
“The ‘watch and jewelry’ and ‘accessories’ categories continue to be the worst performers” in digital media, the report said. “However, both categories vastly improved as brands began making investments in social media.”
As with prior surveys, Tiffany was ranked as the top digital brand in the jewelry category.
L2 called Tiffany “gifted,” its second-highest ranking, for its “jewel of a mobile app and smart digital cross promotion.”
Blue Nile came in next, but it was only ranked “average,” with the survey dubbing its website “dated.”
The also “average” Cartier was said to have a “good-looking” site with “faulty mechanics.”
L2 criticized Swarovski’s site, which it had praised in past reports, for “losing its sparkle,” even as its “social media properties shimmer.” Swatch was also called “average,” since its “mobile ecommerce navigation lacks intuition.”
Zales landed in the the lowest category: “challenged.” Wrote the report: “Enhanced mobile and YouTube offering would help.”
Only three companies—Macy’s, Victoria’s Secret, and Nordstrom—made the genius category. Gilt Groupe was listed in the gifted category for being “the gold standard in flash sales.” Net-a-Porter, Neiman Marcus, Saks Fifth Avenue, and Rue La La were also listed among the gifted.