Tiffany and Cartier have the best online services in the L2 ranking ♦ ︎
L2 is a New York-based consulting firm that specializes in comparative analysis of brand digital performance. Now L2 has released its annual report, which ranks the digital expertise of some of the world’s largest watch and jewelery brands. In short, it is a ranking of those who better use web and social media. Result: out of 70 brands examined, only two are promoted with full marks: Tiffany and Cartier.
The L2 exam focused on four factors: the website and e-commerce, with the examination of the loading speed, the product pages, the user experience and online customer support. And, then, the effectiveness of digital marketing, for example visibility in Google searches, and articles on the media, but not those paid. That is, those you read on gioiellis.com, unlike photos and quotes published on many blogs that are nothing but masked advertising. Other factors considered for the ranking are the loading speed on tablets and smartphones, and more generally the functionality tested on different devices.
After x-raying the digital activities of the 70 brands, L2 awarded points in five categories: Genius (for those who exceeded 140), Gifted (110-139), Average (109-90), Challenged (89-70) and Feeble (<70). Only two eventually returned to the Genius category: Tiffany & Co. (144 points) and Cartier (140).
Tiffany, for example, boasts the best product pages, as well as excellent feedback in articles on various newspapers. Cartier, on the other hand, earned points for the ease of booking online appointments and a strong presence on YouTube and Instagram. Just below the two best performances is Swarovski (139), followed by Alex & Ani (138) and David Yurman (136). Pandora and two brands of the LVMH group, namely Bulgari and TAG Heuer, are also classified in the first ten places. Lastly, the brands include Longines (by Swatch Group), eMontblanc, a brand instead of Richemont. These brands, however, have returned to the Gifted category. Among the jewelery brands, they collected Fabergé points (68), a trademark owned by Gemfields; Buccellati (63), and Graff (58).