WatchPro will be publishing its annual Reach List in the January edition, which looks at the digital audience of Britain’s largest retailers across the web and social media.
The Reach List tracks the number of monthly visits to each retailer’s website using estimates from Similarweb, and multiplies this by the number of followers and likes on Instagram, Facebook and Twitter to get a total score.
A key battle is between affordable luxury multiples Ernest Jones, Goldsmiths, Beaverbrooks and Fraser Hart. All four of these major multiples has spent the year refurbishing their physical stores in an effort to shift upmarket.
Ernest Jones comes out on top of this year’s Reach List among these four heavyweights, thanks mostly to having more than double the number of Twitter followers than its three rivals.
Goldsmiths has bragging rights when it comes to web traffic, with 1.4 million visits per month compared to Ernest Jones’s 1.2 million.
Fraser Hart is surprisingly far behind Ernest Jones online. Ernest Jones with 190 physical outlets has almost five-times more shops than Fraser Hart’s 40 stores, but its website receives 14-times fewer visits, according to Similarweb estimates (1.2 million versus 149,500 visits).
Instagram is the fastest-growing platform for these affordable luxury jewellers. Ernest Jones has the fewest Instagram followers from top three at 5095, but is fastest-growing in the past year. Goldsmiths and Beaverbrooks are almost neck-and-neck with just over 8500 followers a piece.
Goldsmiths and Ernest Jones are in a tight race for Facebook likes, with Goldsmiths currently leading with £67,600 likes compared to Ernest Jones’s 64,200.