Tiffany & Co is the top-ranked jewelry brand in terms of "digital IQ," according to a specialty retail study released this week by the L2 think tank.
While both the Watch and Jewelry and Accessories categories have show improvement since brands began investing in social media, these areas continue to be among the worst performers overall in digital media, the study said.
Tiffany, however, was rated "Gifted." L2 praised the veteran diamond company's "jewel of a mobile app" and "smart digital cross promotion."
Online diamond retailer Blue Nile, the next-highest-rated jewelry firm, garnered a grade of "Average," with L2 criticizing its site as "dated."
L2 praised the look of Cartier's site but criticized its mechanics, giving the jeweler an Average grade. Swarovski and Swatch also came in for Average ratings, while Zales earned a rating of Challenged. L2 observed that the jeweler would benefit from enhancing its mobile and YouTube offerings.
According to L2's report, over 97% of consumers say that social media has some effect on their purchasing decisions; 79% of smartphone owners use their devices while shopping; and 70% of consumers check product reviews before making a purchase.
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