Watches & Jewelry brands are becoming more transparent about pricing, even if high-priced items are often unavailable for online purchase. Transparent pricing is important because consumers are increasingly researching items online (15 hours a week on the smartphone on average) before heading to the store. A successful omnichannel strategy involves preparing the consumer to make a decision when walking into a store. (Just 36% of consumers find sales associates ‘very helpful’ when asked questions about products.)
Tiffany & Co. and Chopard are among the best at arming consumers with pricing information, according to L2’s Digital IQ Index: Watches & Jewelry. Tiffany & Co. has transparent pricing for items up to $150,000. Chopard lists prices of items above the $25,000 range. Also notable are brands that provide pricing for a significantly wider range of items available on the e-commerce site to drive consumers to the store: Montblanc, TAG Heuer, Bulgari, Birks, Torneau.