In large online retail, it is impossible to use one communication channel to find a way to personalize customers, so 585 Gold segmented the audience and set up accounts based on the requests of each group. Alexey believes that this is an effective way to increase customer loyalty.
Today, 585 Gold has 12 sub-accounts on 9 social platforms and a total of more than 4.4 million users (this is the largest jewelry chain in Russia). Products include diamond jewelry, wedding jewelry, engagement rings, children, men, silverware, religious items, sunglasses and watches.
In order to successfully attract and retain active users, 585 Gold has developed the following strategy: The first step is to subdivide accounts. According to 585 Gold data, after the segmented jewelry account went online, its social media sales increased by 102%. This indicator is affected by two factors: the growth of the user base and the growth of the overall media strategy quality. In addition, the number of subscribers to these channels is growing at an annual rate of 21%.
In addition, 585 Gold often tests visual concepts in sub-groups, and then applies the most successful visual concepts to other major online communication channels. For another example, an account called Vyritsa will not only discuss traditional jewelry with users, but also publish some jewelry meanings and Bible excerpts.
These topics resonated with users, and 585 Gold invited religious experts to live broadcast and make videos. Based on the success of this example, 585 Gold created a discussion group on Oriental and Islamic jewelry. In just one month, this group gained 4,000 followers on Instagram and 38,000 followers on VK.
585 Gold plans to launch some more subdivided websites this year, geared towards youth jewelry. 585 Gold plans to launch 14 projects on its 11 social accounts by the end of this year, with a total audience of more than 50 million people.
In addition, brands can appropriately interact with new users, such as providing clear purchase plans, using simple dynamic content, publishing user original content, and rewarding users.
