The New York Times published a story today on how luxury watch and jewelry brands are considering embracing mobile after years of aversion. The article referenced L2 Think Tank’s 2013 Digital IQ Index: Watches & Jewelry study as evidence digital adoption in the category remains slow. Most brands in the L2 study use outdated technology on their sites, and 94% use unmodified desktop sites on mobile.
L2 researcher Colin Gilbert, who led the study, told The New York Times many luxury brands (in all categories) built multimedia-rich sites with Adobe Flash early on. They were forced to relaunch and replatform as none of those sites are compatible with iOS.
Approximately half of surveyed luxury watch and jewelry brands plan to invest in mobile apps and sites, but the majority favor apps. Gilbert said apps are less desirable than sites because they lack two key features, concierge and e-commerce.
Brands are becoming increasingly comfortable with selling online as more luxury shoppers are making large impulse purchases online. Digital efforts are moving beyond concierge services to direct sales. Read full article here.