CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
TechnologyNov 19, 2018
The Smart Lab: Now Is the Time to Begin Online Advertising
Jewelers shouldn’t wait until Dec. 1 to start getting their names and products out there for the holiday season, says Emmanuel Raheb.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
The holiday season is characterized by a flurry of gift-giving, goal-reaching and, if you’re a jeweler, sales.
Advertising is how you make sure your brand and product offerings stay in the minds of potential customers. If you wait too long to begin your online advertising, you could be hurting your Q4 results.
While most consumers might make their purchases in December, they begin shopping around more than a month in advance. According to a Google survey, 59 percent of U.S. consumers planned to begin holiday shopping in November.
This is a crucial statistic to be privy to because it means that November is when you want to begin delivering your brand messages to consumers. The goal is for consumers to remember your marketing when December rolls around and they are ready to buy (your products hopefully).
According to Cardlytics, there are four types of shoppers, as characterized by the time they shop during the holiday season:
—Steady shoppers: those who shop throughout the season;
—Early-bird shoppers: those who begin in October and early November;
—Black Friday shoppers: those who shop mostly over Black Friday weekend and Cyber Monday; and
—Last-minute shoppers: those who wait for the last few weeks of December.
And here’s what the numbers say about these shoppers across 10 product categories:
—46.4 percent are steady shoppers;
—26 percent are last-minute shoppers;
—19 percent are Black Friday shoppers; and
—8.6 percent are early-bird shoppers.
Additionally, the Cardlytics report says that Black Friday is losing its significance.
Despite this, most retailers continue to target most of their advertising spend toward Black Friday shoppers. With only 19 percent of consumers spending their money during that time, an informed retailer knows that it’s far better to target a strategic mix of all the segments.
When jewelers begin advertising in November, they are reaching the nearly 9 percent early-bird segment and the 46.4 percent steady shopper segment.
When jewelers continue to spend their advertising budget consistently throughout the holiday season, they also reach the Black Friday and last-minute shoppers.
When companies begin their holiday advertising in November, they are laying the groundwork for the rest of their holiday marketing. Customers are more receptive to companies they have heard from before.
If you begin advertising in December, you will lose sales to companies that began in November because customers will be more likely to purchase from the companies they saw earlier.
The best way to target customers is through digital marketing
Editors' Picks
Sponsored by
because of the powerful tools digital marketers have at their disposal.
Additionally, Statista reports that retail e-commerce is predicted to grow 40 percent between 2018 and 2022.
And according to Criteo, Dec. 23, 2017, was the biggest day ever in the history of mobile commerce in the United States, with 48 percent of all purchases being made on smartphones.
The time to invest in digital marketing is now.
The web has become an important marketing tool for companies in every industry; there is no method more efficient for targeting the right consumers at the right time.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
Additionally, Statista reports that retail e-commerce is predicted to grow 40 percent between 2018 and 2022.
And according to Criteo, Dec. 23, 2017, was the biggest day ever in the history of mobile commerce in the United States, with 48 percent of all purchases being made on smartphones.
The time to invest in digital marketing is now.
The web has become an important marketing tool for companies in every industry; there is no method more efficient for targeting the right consumers at the right time.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
More on Technology
The Latest
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant RecipientsThe selected nine organizations have outlined their plans for the funds.
Weekly QuizApr 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
WatchesApr 24, 2024
These Are Rolex’s New Watches for 2024 The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DayEmmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is … John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
