L2 released this week the fifth annual Digital IQ Index: Watches & Jewelry study, which assesses the digital competence of 82 brands in the category. The study finds direct e-commerce has risen among brands tracked by L2 since 2010, as well as online-to-offline features such in-store pickup and appointment booking.

In-store pickup adoption has jumped in the past year; 11% of Watches & Jewelry brands (tracked since 2010) offered the service in 2014 vs. just 4% of brands in 2013. Now a quarter of brands in the subset allow visitors to arrange an appointment online (vs. just 18% in 2013), suggesting an industry-wide push towards facilitating omnichannel experiences.

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