Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
SurveysJul 23, 2014
What is the best way to acquire customers online?
Search engine marketing continues to be one of the most effective online customer acquisition tactics, a new study of retailers by the National Retail Federation shows.
Los Angeles--Search engine marketing continues to be one of the most effective online customer acquisition tactics, a new study of retailers by the National Retail Federation shows.
Conducted in May and June, the NRF’s State of Retailing online study found that 85 percent of retailers said search engine marketing is one of the most effective customer acquisition tactics, and that retailers spend more of their interactive marketing budgets on paid search programs than on any other customer acquisition tactic.
In addition, four out of five respondents said they are spending more on pay-for-performance search placements this year than they did last year.
To acquire new customers, survey-takers also noted organic traffic (41 percent), affiliate programs (40 percent) and remarketing/retargeting of shoppers in online ads (29 percent) as effective marketing vehicles, all of which they’re also investing in more this year than last.
Remarketing/retargeting is a feature that allows retailers to reach people who have previously visited their website by showing them relevant ads across the Internet, or when they search on Google. The practice also allows a company to show users a tailored message or offer that will encourage them to return to their site, possibly to complete a purchase.
Display ads also are seeing a resurgence, the NRF said, as the method ranked among respondents as the second-highest area of marketing spend behind paid search. Display ads are those that contain eye-catching display or text.
Social and mobile marketing
Social media also is getting increasing attention from retailers, the survey showed.
“Facebook … is proving valuable for customer engagement,” the NRF said, with 62 percent of respondents planning to spend more on interactive marketing efforts on the social media platform this year than last.
“People think of Facebook as a social network, but in reality it’s another medium for personalized display advertising, likely explaining why Facebook has surfaced so high in planned budget spend this year,” said Sucharita Mulpuru, vice president and principal analyst at Forrester Research, which helped conduct the NRF survey.
Half of the retailers surveyed also said they will dedicate more spending on other popular social media sites such as Instagram, YouTube, Pinterest and Twitter in the coming year.
The use of mobile marketing is on the rise as well. The survey found that 42 percent of retailers’ email opens happen on smartphones, up from 28 percent in 2013. Open rates on
tablets also rose from 16 to 17 percent.
NRF’s State of Retailing online surveyed 81 retailers in May and June. It was conducted by Shop.org and Forrester Research Inc.
More on Surveys
The Latest
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
