MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
IndependentsDec 12, 2018
Marketing Minute: What’s This About Marketing Automation ...
And when will jewelers jump on board? Columnist Jim Ackerman wants to know.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelers at JA New York, JCK and other jewelry trade shows. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
Today I got a report from a research firm called Gartner, comparing 10 different CRM/marketing automation platforms. The top names included Marketo, Salesforce, Hubspot and others.
Marketing automation on platforms like these and others (more on that below) has become a virtual necessity in today’s world, but jewelers have been slow to jump on board.
To a degree this is understandable. Each of these cloud-based platforms comes with a monthly subscription price and some of them are fairly steep. But given what they can do and how they allow you to “meld” with the millennial buyer’s new purchasing process, their contribution to sales far outstrips their price.
So, what is marketing automation anyway, and why should the average retail jeweler care?
Marketing automation is technology that allows you to define a sales process and execute that process fully customized and/or personalized to individual prospects, customers or clients, with perfect replication for each individual prospect, customer or client, entirely or largely on autopilot with little, if any, “slippage” through the cracks.
A mouthful, isn’t it?
Basically, it allows you to run a marketing program that matches the buyer’s process. And that’s important because, as I’ve said before in this column, and you know from personal experience, buyers don’t buy the way they used to.
There’s virtually no more “see an ad on Thursday, come in and buy on Friday.”
Today’s millennial, and anyone else who has adopted the millennials’ process, begins by doing online research—they get educated, check out reviews, examine products and pricing from a variety of sources near and far, perhaps very far. Then, they might or might not begin visiting a handful of brick-and-mortar jewelers to make a final decision.
Marketing automation software allows you to generate a lead with a low-risk offer to “suspects,” then convert that now-prospect into a customer over time, by rendering additional value, helping the prospect develop his or her own buying criteria (slanted to favor you, of course), enjoy the experience of working with you and building a relationship with you, and then, eventually, making the big buy.
This is not a process jewelers have typically embraced, but since it is the way today’s buyer actually buys, the sooner you embrace it, the better.
It may look something like this.
—Jeweler makes an offer for free information, checklists, tools, etc., in exchange for the suspect’s contact information, now converting the suspect into a prospect.
—Jeweler renders additional value
by providing the prospect with additional useful information and insights, generally delivered via email.
—Jeweler educates the prospect on how to make good gemstone- and jewelry-buying decisions, helping the prospect establish their own buying criteria, weighted in favor of the jeweler, and thereby invoking the principle of reciprocation, instilling in the prospect a sense of gratitude and a desire on the prospect’s part to “give back” to the jeweler, probably in the form of a purchase. This education may come in the form of additional emails, text messaging, direct mail, etc. But it is all thought out, prepared, scheduled and executed according to the schedule dictated by the marketing automation software.
—Jeweler makes an introductory offer to convert the prospect into a customer who has spent money with the jeweler and has had a positive experience. This offer can be delivered digitally or through traditional media, usually direct mail or phone calls.
—Jeweler continues to nurture relationship with ongoing, pre-programmed and scheduled outreach via digital and traditional media until the customer makes a major purchase.
Of course, several steps can be combined and “next steps” almost always depend on prospect behavior or response to previous steps. All of which would be next to impossible without the help of, you guessed it, marketing automation software.
You might ask: Can’t jewelers do this on their own, especially with the help of their point-of-sale system (POS)?
Frankly, no.
POS systems can provide some of the contact information you need to initiate automated marketing campaigns. Some even offer marketing tools on the back end. But I have not seen any POS system that incorporates a marketing automation platform that comes anywhere close to accomplishing what I’m talking about.
Many of the “big names” I mentioned at the beginning of this article would do the job but are too pricey for the average independent retail jeweler.
But there are alternatives. SharpSpring, Insightly and Infusionsoft come to mind.
I use Infusionsoft myself and it incorporates CRM, marketing automation and e-commerce functions at the reasonable price of $97 a month for a single license. With it, you can eliminate a shopping cart and an email server because both of those functions are included.
If you really want to “go cheap” you might be able to come up with a patchwork solution that includes your POS and email service like Constant Contact, but the hoops you’ll have to jump through to get to the same place will be complex and cumbersome.
Nevertheless, however you address it, marketing automation is here to stay, and you’ll find it more important to both your short- and long-term success than social media or your website.
The time to look into it is now!
Jim Ackerman, “The Marketing Coach,” has addressed jewelry retailers at the nation’s biggest trade shows, including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free marketing automation audit, valued at $397. Send your email request to mail@ascendmarketing.com.
—Jeweler educates the prospect on how to make good gemstone- and jewelry-buying decisions, helping the prospect establish their own buying criteria, weighted in favor of the jeweler, and thereby invoking the principle of reciprocation, instilling in the prospect a sense of gratitude and a desire on the prospect’s part to “give back” to the jeweler, probably in the form of a purchase. This education may come in the form of additional emails, text messaging, direct mail, etc. But it is all thought out, prepared, scheduled and executed according to the schedule dictated by the marketing automation software.
—Jeweler makes an introductory offer to convert the prospect into a customer who has spent money with the jeweler and has had a positive experience. This offer can be delivered digitally or through traditional media, usually direct mail or phone calls.
—Jeweler continues to nurture relationship with ongoing, pre-programmed and scheduled outreach via digital and traditional media until the customer makes a major purchase.
Of course, several steps can be combined and “next steps” almost always depend on prospect behavior or response to previous steps. All of which would be next to impossible without the help of, you guessed it, marketing automation software.
You might ask: Can’t jewelers do this on their own, especially with the help of their point-of-sale system (POS)?
Frankly, no.
POS systems can provide some of the contact information you need to initiate automated marketing campaigns. Some even offer marketing tools on the back end. But I have not seen any POS system that incorporates a marketing automation platform that comes anywhere close to accomplishing what I’m talking about.
Many of the “big names” I mentioned at the beginning of this article would do the job but are too pricey for the average independent retail jeweler.
But there are alternatives. SharpSpring, Insightly and Infusionsoft come to mind.
I use Infusionsoft myself and it incorporates CRM, marketing automation and e-commerce functions at the reasonable price of $97 a month for a single license. With it, you can eliminate a shopping cart and an email server because both of those functions are included.
If you really want to “go cheap” you might be able to come up with a patchwork solution that includes your POS and email service like Constant Contact, but the hoops you’ll have to jump through to get to the same place will be complex and cumbersome.
Nevertheless, however you address it, marketing automation is here to stay, and you’ll find it more important to both your short- and long-term success than social media or your website.
The time to look into it is now!
Jim Ackerman, “The Marketing Coach,” has addressed jewelry retailers at the nation’s biggest trade shows, including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free marketing automation audit, valued at $397. Send your email request to mail@ascendmarketing.com.
More on Independents
The Latest
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
Weekly QuizJul 31, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
SurveysJul 30, 2025
Consumer Confidence Ticks Up in JulyRespondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LASenior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance PlatformThe retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
