CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
TechnologySep 22, 2014
Study: Stores now using social channels more for ads
Department stores’ strategies on social media are shifting from a focus on community growth to leveraging the networks for more traditional marketing methods, a recent report from think tank L2 shows.
New York--Department stores’ strategies on social media are shifting from a focus on community growth to leveraging the networks for more traditional marketing methods, a recent report from think tank L2 shows.
In its 2014 “Department Stores: Social Media” study, L2 took a look at the social performance, best practices, and case studies of 56 global retailers across multiple social platforms such as Facebook, Twitter, Instagram and Pinterest.
The study found that most of the stores are leveraging the scale of their social networks to “amplify their content and directly target consumers.” It also found that retailers increasingly are using social and user-generated content to encourage shopping on their sites.
According to L2, while nearly every department store has a presence on Facebook, growth and engagement on that platform is beginning to plateau.
Since 2013, 55 percent of department stores have experienced a decline in the number of users liking, commenting on or sharing their posts, and 73 percent have seen a decrease in engagement rate, or the percentage of the community liking, sharing, or commenting.
Acknowledging this change in the Facebook landscape, the department stores are responding by using advertising as their Facebook posts to ensure engagement and visibility. Posts featuring the brands they carry tend to resonate with the community, as well as celebrity content, L2 found.
Department stores not only have decreased the average amount of posts on Facebook due to the decreased engagement, but are doing so on Twitter as well.
According to the study, 63 percent of department stores now are using Twitter more for customer service. L2 said that one-third of luxury consumers use social media to express opinions about their purchases and experiences; 83 percent of customers expect a response to a complaint or question the same day and 30 percent expect it within 30 minutes.
This compares with a 6 percent response rate from department stores to Tweets directed at them, and an average response time of 8.3 hours.
When it comes to engagement on social media, Instagram’s rates are 19 times those of Facebook, drawing retailers into the network. Eighty-six percent of department stores have an Instagram account this year, compared with 60 percent a year ago.
Macy’s was one of the first brands to pilot Instagram advertising in December 2013, attracting 42,000 new followers and engagement 70 times that of its regular posts.
RELATED CONTENT: Nordstrom launches Instagram shopping experience
Despite Instagram’s limited e-commerce features, Nordstrom is pushing the bounds of the photo sharing network to drive its followers to purchase.
In August, it launched the Like2Buy Instagram store. A link on Nordstrom’s Instagram profile page takes users to a gallery of images that then will redirect them to the product page on the company’s mobile site for direct purchase.
Among the three major social media platforms, Pinterest, Facebook and Instagram, Pinterest is considered the most commerce-oriented.
Yet, only 18 percent of department stores have implemented “Rich Pins,” which were designed to encourage purchasing by providing real-time pricing, product availability and sales notifications.
Nearly 80 percent of brand engagements on Pinterest, however, happen outside official brand accounts. In response to this activity, nearly 63 percent of department stores have embedded the “Pin It” button on their websites. Pin It adoption was up 20 percent year-over-year, according to the L2 study.
More on Technology
The Latest
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
