David Yurman topped L2’s 2014 Digital IQ Index: Watches & Jewelry, ending Tiffany & Co.’s five-year reign as No. 1 brand in the study. We interviewed Chief Commercial Officer Carol Pennelli about David Yurman’s rise from Gifted (in L2’s 2013 Index) to Genius.

New and improved experience on all devices. Lauded in the L2 study, David Yurman’s new site pairs high-quality imagery with customer service features such as live chat and handoff for higher-priced unavailable via e-commerce. Pennelli says the new site focuses on “larger images, alternate angles, and on-body shots to convey the exquisite materials and detailed craftsmanship.” It also details the inspiration behind the designs and collection, connecting them to the heritage of the David Yurman brand.

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Watches & Jewelry brands are improving the path to purchase for items unavailable for online purchase.

 

David Yurman expanded that high-quality site design to mobile. “We wanted to deliver a digital experience that captured the essence of the customer experience at a David Yurman boutique where we meet the needs of our clients through luxury – not only in the product but also through the experience,” Pennelli says. A big part of creating that luxury shopping experience is making sure it is consistent and visually pleasing on all devices.

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Brands are starting to prioritize m-commerce.

 

So what’s next for David Yurman? Innovations around creating a personalized, “1-to-1” site experience will be a focus of 2015.

A luxury post-purchase experience. A positive online shopping experience doesn’t end with the purchase button. Shipping speeds, accuracy of estimated delivery time and ease of returns make a lasting impression. David Yurman has a new state-of-the-art fulfillment center, which expedites shipments and provides two-day free shipping. The fulfillment team is able to provide accurate, real-time answers to questions about delivery timing and inventory availability. Packaging has been redesigned as well, to extend that luxury experience to unwrapping. As proof, Stella Service recognized David Yurman as the top customer service provider among 150 top retailers this holiday season.

An online/offline campaign with a brand ambassador that resonates. “Iconic, sophisticated, and rock and roll at the same time” is Pennelli’s description of Kate Moss, who starred in David Yurman’s 10 Years with Kate campaign. Traffic to the David Yurman site and social channels spiked after the campaign, which celebrates ten years of collaboration between photographer David Lindbergh and David Yurman.

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