Digital Channel Audit
Kayla Venn · September 2024
Selected passages from the original assignment, reformatted for reading.Cross-channel promotion
The Kendra Scott website is the primary platform featuring social media icons, including links to like Instagram, Facebook, TikTok, Pintrest, YouTube and Twitter. Unlike many other digital and social media channels that simply direct users to the website, Kendra Scott’s site integrates these icons to encourage direct engagement with their social profiles. However, the Kendra Scott website most definitely doesn’t prominently invite visitors to explore or connect with their other social media channels without scrolling to the bottom of the page.
SWOT analysis · Selected strengths
Attractive and Consistent Branding: The digital presence is well-formatted with a cohesive color scheme and high-quality visuals that effectively reflect the brand’s high-end jewelry.
Effective CTAs and Promotional Strategies: Clear Calls to Action (CTAs) like "Shop Now" and "Sign Up for Email Updates" drive user engagement. The brand effectively leverages promotional partnerships (e.g., with the Dallas Cowboys) and seasonal campaigns (e.g., Hispanic Heritage Month) to boost visibility and connect with a diverse audience.