Project

The Birthday Card Program: Extending a Special Offer to Customers and Garnering Increased Sales

Date Of Project

Ongoing

Challenge

Jewelry retailers are constantly struggling to get their customers back in the door for future purchases. They also struggle to get valuable information to assist with future marketing. The challenge was to create a product that helps retailers do both—in a manner that’s easy as well as cost effective.

Tactics

Fruchtman Marketing’s birthday card program has a long history of success. Though the program is relatively low cost, the jeweler’s return on investment is significant. Customers come in with their birthday cards, touched by both the mailing and the gesture of kindness. To bring the program to more retailers, INSTORE Marketing Services and Fruchtman partnered to promote this proven, turnkey marketing product. The program was promoted using INSTORE print, email blasts and digital banner ads. The creative was promoted on INSTORE’s website to attract new customers.

Results

The orders are coming in, and many retailers report great success. One very happy jeweler, Billie Jo Newman of Frank Adams Jewelers, Albany, NY, had this to say: “We are already having such wonderful success with the program. The other day someone came in and placed a $12,000 stack ring order and then pulled out her birthday card. We definitely let her use it. It’s working wonderfully. Thank you, thank you!”

Customer Feedback

Billie Jo Newman
“We are already having such wonderful success with the program. The other day someone came in and placed a $12,000 stack ring order and then pulled out her birthday card. We definitely let her use it. It’s working wonderfully. Thank you, thank you!”
- Billie Jo Newman, Frank Adams Jewelers, Albany, NY