Jeweller - May 2019

fashion watch companies must be digitally engaged. The same holds
true for the retailers who sell them.
According to Dr Zoppos, consistency is key. “Retailers need to ensure
that their physical and digital shopping channels complement each
other and offer consumers a cohesive shopping experience. In doing
so, it’s key that retailers understand exactly how consumers engage
with each platform.”
Clay has some succinct advice for those diving into Instagram. “We
are educating all our clients that Instagram profiles are the new
websites. Even up to a couple of years ago, if a consumer or brand
fan wanted to know more about a product, they would Google it
and go straight to the company’s website. Nowadays, they will more
commonly search on Instagram first, and go straight to the company’s
profile page – making the Instagram profile the first touch-point.”
Indeed, the app has become a powerful tool for both brands and
retailers to interact with their customers and drive sales – particularly
with younger shoppers. Nearly three-quarters of Instagram users are
under the age of 35 and 80 per cent follow at least one business. Even
better, 75 per cent of users take action via Instagram – meaning they
will click through a good-looking, shoppable post to the website
where they can buy the product.
When it comes to fashion watches, this form of social media works
like an interactive catalogue. Retailers should post high quality images
of fashion watches and always use the associated brand hashtags
to boost traffic and sales through the Instagram platform, as well as
making sure links to their online shop are visible and easily clicked.
“With Instagram currently trialling in-app purchases in the US with 23
brands, there is increasingly less difference in functionality between
what you can do on an Instagram profile and what you can do on
a website: you can showcase your full collection and also manage
customer service,” Clay says.
“Therefore Instagram profiles now need to be considered as a key
online destination and branded with beautiful high-quality content,
be well managed with a smart use of highlight albums to replicate
website structure, and be super interactive,” she adds.
Alongside how easy it is to display and shop for products, the other
advantage of Instagram is the
users themselves: influencers,
who shape the taste and
purchasing habits of their
followers.
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