Luxury consumer behavior has changed, and as a consequence luxury watch brands are now heavily investing in digital; with up to 50% of total marketing budgets dedicated to it. Yoann Chapel reveals 5 key insights uncovered by the WorldWatchReport™ Benchmark, in a series of videos.

 

The WorldWatchReport™ Benchmark analyzes 8 strategic metrics, across 24 markets, to help Luxury Executives optimize their digital strategy, website effectiveness and drive-to-store activities. This year the team behind the report shared five key insights uncovered by the analysis, watch them all to find out more:


1. LUXURY WATCH WEBSITES ARE SEEING MORE TRAFFIC THAN EVER BEFORE.

The new WorldWatchReport™ Benchmark has uncovered a new record. Despite a tough business environment for watchmakers, luxury watch websites are receiving more traffic than ever before. 

 

 

2. CHINA STILL ON TOP FOR LUXURY WATCHMAKERS.

The new WorldWatchReport™ Benchmark has revealed that within the next few months, China will dethrone the US as the leading source of luxury watch website visitors.

 

 

3. 20% OF THE TRAFFIC TO LUXURY WATCH WEBSITES COMES FROM ADVERTISING

How many clients does your brand lose due to unoptimized media investment? The new WorldWatchReport™ Benchmark has revealed that 20% of the traffic to luxury watch websites comes from advertising. Improving the quality of this traffic stands as one of the main digital challenges the industry is facing.

 

 

4. SOCIAL MEDIA IS A HIGHLY QUALIFIED TRAFFIC SOURCE FOR LUXURY BRANDS.

The WorldWatchReport™ Benchmark has revealed that social traffic has one of the highest purchase intents with 13% of social traffic heading to the store locator. And this is only the beginning; in the past year, social traffic increased by an impressive +76%

 

 

5. EMAIL HAS THE MOST IMPACT ON DRIVE-TO-STORE FOR LUXURY BRANDS

One of the most important ways that luxury brands can bring quality traffic to their websites isn’t influencers, social advertising, or organic search. The WorldWatchReport™ Benchmark reveals that brands should be investing in email to drive the most impact on drive-to-store.

The WorldWatchReport™ Benchmark is the only site-based insights panel dedicated to luxury watch brands. For more details visit: www.worldwatchreport.com


About the author

Yoann Chapel

Analytics & Dashboards Project Manager , Digital Luxury Group

Yoann leads Analytics & Dashboards projects at Digital Luxury Group and is passionate about driving ROI for the brands he advises, particularly through defining key performance indicators and measuring digital performance.


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