When it comes to turning clout into customers, few watch and jewelry brands are making the connection. Although all the brands in L2’s Digital IQ Index: Watches & Jewelry link to their sites from their Instagram profiles, adoption of the platform’s integrated customer service features is much more scattered. Both jewelry brand Tiffany & Co. and watch brand IWC Schaffhausen capitalized on the experiential retail trend, yet only Tiffany & Co. manages to make the link between social media followers and foot traffic.
To promote the opening of its restaurant, The Blue Box Cafe, Tiffany & Co. took to Instagram. In addition to social media posts and press releases, the Genius brand went a step further by launching a table reservation button: nestled between the Shop and Directions buttons, the button can be used to book a table at the cafe up to a month in advance. To maintain buzz after opening, the brand also established the hashtag #theblueboxcafe for customers to use on their visits to the highly Instagrammable restaurant. Although IWC Schaffhausen similarly opened a restaurant next to its boutique in Geneva, the watch company failed to invest in such features. As a result, its Instagram attracts significantly less followers and engagement than Tiffany & Co.’s.
As Instagram continues to iterate on its offerings for business profiles, new opportunities are emerging for brands to offer customer service through the platform, and to push consumers toward points of sale by linking posts to product pages. Overall, jewelry brands have more readily adopted these customer service channels, with 93% of jewelry brands featuring at least one call-to-action button on their Instagram account as compared to 88% of watch brands. And while shoppable post adoption is low overall, 42% of affordable brands use shoppable posts; adoption among brands at aspirational price points remains limited, according to L2’s study.
For brands looking to make the leap between online popularity and offline traffic, Instagram isn’t just for adding browsers — it’s for gaining customers.