REACH LIST 2017: Top five specialist e-tailers

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As Watch Shop has expanded into jewellery since Professional Jeweller launched the 2016 Reach List results, the e-tailer has jumped straight to the top in the race to reach UK shoppers online.

Looking at the results, Watch Shop’s Facebook and Twitter reach far surpasses its specialists e-tail competitors, with 229,665 and 20,100 followers respectively.

Furthermore, Watch Shop’s reach beats that of any other jewellery bricks and mortar in the UK.
Over the years Watch Shop has become known as a destination website for watches, something which of course has provided the e-tailer with an advantage against its competitors, but it by no way means they shouldn’t be part of the game.

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Watch Shop chief executive officer, Alex Fisher, told Watchpro earlier this year: “We see social media as a platform where we are able to connect to our customers on a more interactive and personal level.

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“Our strategy is based upon three core principles: growing the business, creating brand awareness and driving direct sales through social. Our approach is very much about understanding customer interaction with brands, and maximising this either through the existing audience, or in addition through lookalike acquisition. Our attitude is religiously contemporary and up-beat, whilst always underpinned by a professional undertone.”

Posts on the retailer’s social media are kept friendly and informal, with many featuring emojis and rhetorical questions. A quick look on each of its platforms also shows the e-tailer does a good job at balancing the promotion of each brand it stocks.

Delving into the stats, the majority of the e-tailer’s traffic comes from males. In terms of key words which drive traffic, Olivia Burton is the only brand to feature in its top five search words.

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