Tiffany & Co. topped a ranking of jewelry and watch brands’ digital performance carried out by business intelligence company L2.
The retailer was one of only two brands to receive a “genius” ranking in the 2015 Digital IQ Index: Watches & Jewelry, which benchmarks the online strength of 66 brands in the U.S., according to an L2 statement December 22. The other “genius” brand as per the L2 index was Cartier.
L2’s index takes into account quality of the website and the e-commerce offering; digital marketing; use of mobiles and tablets; and the deployment of social media to rank the brands. Within each broad area, the assessment then drops down to several sub-categories to rank the 66 brands under review.
The top 10 watch and jewelry brands control nearly 75 percent of traffic to jewelry-brand websites market-wide, according to L2. Only three brands – Tiffany & Co. and watch brands Rolex and Omega – appear on both a list of the top 10 offline brands and a ranking of the top 10 online brands.
“As industry executives turn to digital channels in search of elusive growth, they face a stark reality: brand equity that took decades, if not centuries, to build does not transfer proportionately online,” the report said.