CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
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
Editors' Picks
Sponsored by
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
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
