Sales increased by 102%, Russian jewelry e-commerce 585 Gold's social operation ideas

In large online retail, it is impossible to find a personalized customer approach using one communication channel, so 585 Gold segmented the audience and set up accounts according to the requests of each group. Alexey believes that this is an effective way to increase customer loyalty.

Today, 585 Gold has 12 sub-accounts in 9 social platforms with a total of more than 4.4 million users (it is the largest jewelry chain in Russia). Products include diamond jewelry, wedding jewelry, engagement rings, children's, men's, 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 segment accounts. 585 Gold data shows that after the segmented jewelry accounts went online, their 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 has increased by 21% per year.

In addition, 585 Gold often tests visual concepts in niche groups and then applies the most successful visual concepts to other major online communication channels. For example, an account called Vyritsa not only discusses traditional jewelry with users, but also publishes 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 an Oriental and Islamic jewelry discussion group. In just one month, the group gained 4,000 followers on Instagram and 38,000 followers on VK.

585 Gold is preparing to launch some more niche websites this year, targeting teen 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.

Additionally, brands can engage with new users appropriately by providing clear purchasing options, using simple dynamic content, publishing user-generated content, and rewarding users.

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