Digital Marketing Strategy

Rolex Place Strategy.

Overview

identify how your brand uses digital technology including digital

intermediaries in its ‘place’ strategy

What are the advantages to the organisation?

What are the benefits to the consumer?

How could digital technology (including VR) be used to improve

both?

Rolex & Digital Technology Rolex & Augmented Reality Rolex has invested in an augmented reality

platform designed to help users try on

watches at home before purchasing. They

have created the bench mark.

This is how it works… Once App is launched,

point phone’s camera at the paper attached

to wrist. Within couple of seconds a virtual

Watch appears above the placeholder on

user phone screen. Now user can examine

the watch from a variety of angles, and

tapping the one icon on the screen lets you

know more about the watch. (Gupta, 2018)

Revamp of Rolex.com (Webrooming)

Rolex’s legendary website has showcasing Rolex’s pieces has gone through a digital revamp offering a brand-new design and structure. It has become a pure and modern website where everything seems very “millennial-style”.

Products are first divided into “Classic watches” or “Professional watches” instead of directly being listed under a specific collection.Also, having a dedicated “Gold watches” page containing strategic keywords such as “rose gold” or “white gold” enables Rolex rank better on the Search Engine Result page as terms that are searched thousands of times per month globally (Volterra,2019).

Advantages to Rolex

● More Sales ● Reaching the right Audience ● Easier for people to compare the different watch models ● Readily available watch quotations ● Better online presence ● Customers get to know the backstory of the watch which makes Rolex more

reachable

Benefits to the consumers

● Helps build a better relationship with the brand ● Offers convenience and quick service ● Allows customers to have many options ● Keeps consumers on track with their products/services ● Customer loyalty ● 24/7 access

How could Digital technology be used?

Chrono24 customers have the opportunity to use VR to try on different watches and get a feel for how they’d look on the customers wrist. (WatchPro 2018) This could be a form of digital tech that Rolex introduces to achieve the 24 hour access to the customer to try on different watches that may not be achievable in store. This allows Rolex to reach the right audience and affects the perception of the brand as luxurious.

There could also be the opportunity to view the watch making process to reinforce the quality production that the customer expects. This could keep customers on track with their purchase and could account for delays. This could also allow the customer to buy into the process around the watch and the backstory. This could be an advantage to Rolex as putting customers minds at ease and being open with the manufacturing process will result in brand loyalty from customers.