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Jewelry Television grows 2015 holiday sales by 18%

April 16, 2016 12:00 PM
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You’ve heard all about omnichannel e-commerce strategy. Now meet “omnidigital.” That’s what online and television merchant Jewelry Television calls its multimedia sales strategy, and how it bulked up 2015 holiday sales, led by a 20.9% year-over-year increase in sales on Black Friday, the day after Thanksgiving.

For the full holiday season—Black Friday through Jan. 4—sales were up 18% over 2014. Compared with 2013, holiday season sales increased 43.3%.

Shipments in 2015 increased 66.7% and new customers 25% during the same period. Holiday sales contributed to a 13.6% lift in 2015 fourth quarter sales. Jewelry Television did not break out dollar amounts for those periods, but reported that combined, they helped push total online sales on JTV.com for the year to $141.2 million, up by 15.2% from $122.5 million in 2014.

The company declined to disclose additional 2015 sales attributed solely to it television programming.

2015 growth is part of the continuing payoff from Jewelry Television’s long-term strategy of reaching consumers through multiple media formats, says president and CEO Tim Matthews.

Jewelry Television draws on data from its various sales channels to anticipate what shoppers will want next. It’s what Matthews calls an omnidigital strategy. “We can maximize email and desktop and TV programming for a holistic experience to get the customer excited about shopping. In the past eight years we have looked at customers from every angle, including lifecycle, clustering models with different attributes, segmentation models and focus groups,” he says.

Customer lifecycle refers to the stages of a sale, from product discovery to post-purchase engagement. Segmentation involves analyzing customer data and behavior and then clustering groups of customers based on similar behaviors and traits.

For example, Jewelry Television segments shoppers several ways. Jewelry Television has eight customer clusters it developed about four years ago and recently updated. The clusters include a mix of information, such as which products a customer likes, what type of home the customer lives in and whether the customer has a tendency to shop online, Matthews says.

The merchant bucks traditional timing of emails to take advantage of its broadcast presence. “Conventional wisdom says 10:30 in morning is the best time to send emails, to hit people shopping at the lunch hour,” Matthews says. That’s typical for a one-channel, online-only approach, he says. “But we have TV programming and are better off sending email immediately prior to a prime-time TV show, so the shopper can turn on the TV and see a ring in living color,” he adds.

Jewelry Television, No. 207 in the Internet Retailer 2016 Top 500 Guide, can access sales data, including margins and pricing, in 10-second intervals, Matthews says. “We’ve done about all that can be done to understand who our customer is, how she thinks, what she wants and how she buys,” Matthews says.

 

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