Bell & Ross has partnered with visual commerce and marketing platform Photoslup to improve its e-commerce sales. By incorporating social media into its online shopping pages, people who use certain hashtags will see their timepieces pop up on that watch’s page.
Bell & Ross joins the growing list of luxury watchmakers not only to embrace online shopping, but to embrace this form of Instagram-orientated marketing.
“For a luxury brand we have always been close to our fans and customers,” explains Antonin van Niel, head of digital at Bell & Ross. “Our online community is large and has become more and more active; we are seeing huge growth in our customers sharing their experiences with our hashtags (#BellRossCommunity – #WatchBeyond).”
Like Bell & Ross, brands such as TAG Heuer have also seen the benefit in hashtag-driven shopping. TAG’s campaign hashtag “Dontcrackunderpressure”, which has over one million uses, similarly allows customers to see their photos put on the brand’s website.
Bell & Ross has a long way to go to close the gap on its biggest competitors. The French brand currently has 148,000 Instagram followers, compared to TAG’s 1.5 million.
“We are delighted to welcome Bell & Ross to our portfolio of international clients” said Sof Michaels, VP of business development at Photoslurp. “This is a truly iconic brand with a rich pool of visual user-generated content to work with. Our focus will be to develop fluid online shopping paths using UGC from across several social networks. We have seen very strong results in this sector and have no doubt our technology will help bridge the gap between the Bell & Ross community and their online shopping journey living up to their new campaign hashtag #watchbeyond. We look forward to a long standing strategic partnership that will further highlight the value of social content for luxury brands.”