A common challenge exists across the jewelry industry:
how to appeal to your base of loyal customers while also making yourself relevant to a younger generation with differing expectations. Whatever the solution, Lee Michaels knew it was time to face this jewelry marketing challenge head-on.
A jewelry marketing strategy that really connected.
Krause led the way to the answer, by focusing on the core gift-giving needs that transcend all generations. No matter who, no matter what, Lee Michaels has the right gifts to make the memories. And at the heart of the initiative was one simple, compelling idea: Every box has a story.
In its first year, the campaign generated 8 percent growth in sales during the crucial holiday shopping season, with a significant uptick in traffic from that elusive generation of young jewelry shoppers. AKA the brand loyalists of tomorrow.