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Mobile

How jewelry brand apps can help retain customers

July 25, 2012

 

By Tricia Carr

De Beers bridal app
Jewelry and watch brands are displaying product ranges and history via rich mobile applications, but the focus should be longevity over instant gratification so that marketers can stay relevant to their customers between purchases.

Tiffany & Co., De Beers, Audemars Piguet, Omega and Breguet are among the marketers of big-ticket jewelry and watches that are pushing these products via apps. This industry should especially take the time to organize an app strategy with augmented reality, photo capabilities and other interesting functions before release so that consumers can interact with the brand beyond a big-ticket purchase and not just for a one-time interaction.

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