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REACH LIST 2019: Top five high street chains

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In the company’s 40th anniversary year, Warren James has knocked H Samuel off the top spot and secured the highest reach in the high street chains category.

Despite not even having a Twitter account, one of the channels we use to measure each jewellery firms reach, Warren James has beat its nearest competitor by just a few digits.

According to ranking platform, Alexa, almost a quarter of traffic comes to the national jewellers website through specific searches for Warren James, whilst a further 13% comes specifically from shoppers looking for ‘Warren James Chester’.

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Other key phrases that cause people to land on the Warren James website include searches for gold chains and other jewellery companies with the name ‘Warren’ or ‘James’ in the title.

Interestingly, Alexa says searches for ‘white gold earrings for women’ and ‘white gold earrings for sale’ lead to higher purchases.

Over on social, Warren James has over four times more Facebook likes than Goldsmiths, which has accrued the second highest following on this channel and in the Reach List.

On Instagram the jeweller has less followers than others, showing its quality, not quantity that counts.

In fact, Warren James hit the 20K follower mark on Instagram just four days before Professional Jeweller did the Reach List calculations. To celebrate this milestone the jewellery retailer launched content which offered followers the chance to win one of 20 sterling silver necklaces if they liked the post and tagged three friends. At the time of going to print the post had secured almost 700 likes.

Warren James has a consistent look across all its digital channels, with the company’s current campaign colour (a peachy orange) spread across the website, Facebook and Instagram.

The company clearly plans its social media posts out, with each season welcoming new shots on a dedicated background that is consistent with the main website.

On Instagram, all the shots focus on the products, with no model images used at all. Captions tend to be informal in tone, taking on an inspirational format, encouraging shoppers to feel like they deserve the piece being shown.

Posts on Instagram and Facebook attract a lot of interaction and likes. On Facebook for instance, one of the last images to be posted has over 800 likes and 112 comments and counting.

Tags : ArgentoBeaverbrooksGoldsmithsH Samuelsocial mediawarren james
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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