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The Google Game: How Luxury Jeweler Brands Target the Affluent With Different Search Strategy

Published

9 years ago

April 19, 2016

INSTORE Staff

Branded keywords taking priority over more generic search terms.

According to a new report on the online search strategies of luxury watch and jewelry brands, the majority of those labels have turned to organic and paid search leads using branded terms to drive website traffic, writes Luxury Daily. The article says this strategy strengthens the search presence of luxury brands who previously used unbranded keywords like “timepiece” and “engagement ring,” which yielded more results for department stores and other retail outlets that cater to mass-market consumers.

“Luxury brands have taken a much more nuanced approach towards reaching their target customer,” said Elizabeth Elder, research associate at L2. “They don’t want the customers who are shopping for lower-priced items, so they are willing to sacrifice visibility on certain keywords in order to strategically align themselves with the right market.”

But, the article adds, unbranded terms shouldn’t be considered unsuitable for luxury brands. Elder offers an example: “A luxury consumer might have an idea for a type of ring she is looking for: a gold ring, maybe a Cartier Love ring. However, Piaget just released their newest Possessions collection. Piaget can bid on unbranded terms such as ‘gold’ and ‘ring’ to help promote its new collection and drive that shopper away from Cartier to Piaget.”

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When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."