MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
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
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
