Traditionally luxury brands are reluctant to implement a digital strategy. With their reputation, luxury brands did not immediately felt the need to move to digital. However, Rolex, always on time, was able to understand the important issue of implementing a digital strategy in its marketing plan.
Rolex has adapted its strategy by making the transition to online advertising and e-commerce. Consumers use the Internet as a source of information, as part of a ROPO strategy, but also as a purchasing platform. For luxury goods such as Rolex watches, the Internet is the primary source of information.
To assert itself on the canvas, Rolex had to answer two key questions:
How to use the Internet to talk about a luxury brand?
How to recreate the online consumer experience?
Here are the 10 answers of Rolex:
- Convey the dream of luxury watches
- Digital should be integrated into the classic marketing strategy
- Telling a great story
- Finding a niche designer trend
- Make a Rolex lifestyle
- Use the brand story
- Do not hesitate to speak to young consumers
- Offer exceptional service
- Use digital as an exclusivity source
I- A different website
The Rolex site is in agreement with the luxury image conveyed by the brand: developed in clear and bright colors, easy navigation, it is well optimized.
Rolex makes you live the unique experience in helping you in your purchases through their web platform. The organization of their site reassure you thanks to the assistance of Rolex in the buying process. It is as if consumers benefited from a personal adviser. And this represents all the problems of the luxury brands wishing to go to the digital: how to continue to provide this personalized customer relationship that is so specific to stakeholders of luxury while you are in a virtual world?
II- The Rolex content strategy
Convert visitors into customers through a content strategy.
To be effective on social networks and especially Facebook, Eminence proposes to apply these rules:
- Being consistent in the frequency of publication of content, photos, videos, articles and information about events.
- Work on interactions with fans of the page.
- Give easy access to information.
- link up the various social platforms of the brand.
Rolex offers its fans to follow them on their Facebook page, however their strategy on social networks can progress and improve. Indeed, despite the 5 million fans in their Facebook community, the commitment rate remains low. The irregularity in the publications can in part be the cause of this finding.
To complete the web-marketing communications, Rolex has partnered with cultural events such as the Giraglia Rolex Cup. The spread of the video on the Youtube platform allowed to put forward its sporty and luxurious side thanks to the presence of sports personalities.
On social networking platforms like Instagram, the visual is paramount. That is why it is essential to work the aesthetics and quality of the visual communication of your brand. Rolex offers targeted communication, high quality in terms of type of visual content. The consumer wants to adopt the values transmitted by Rolex. The presence of Rolex on social networks is remarkable for its refinement. Rolex retains its elitism while approaching its consumers.
Rolex Successful communication is encrypted on Instagram with over 359k subscribers, and an average of 15,000 likes about each post.
III Partnership and influences
Its marketing strategy is also focused on partnerships with among others its collaboration with James Cameron, the director of “Titanic” or Roger Federer during a photo shoot. James Cameron got a new deep-sea diving record associated with Rolex technology. The event was relayed across multiple media platforms, including social networks, but also the National Geographic magazine.
Rolex has understood the issue of partnerships and the role of influence in its marketing mix strategy. The result is a clear and luxurious communication. Partnerships are carefully selected and designed to ensure the proper release of the brand.
Finally Rolex has managed to set up a marketing mix strategy thus adapting to the digital era while preserving its traditional values. It is a successful challenge and a model of success for luxury brands!
As part of the implementation of your digital strategy, Eminence offers the expertise of its team. To benefit from expert advice, you can contact our digital marketing agency.