JCR Fashion Company

Elan Jewellers had already built something incredibly valuable: a database of customers who had purchased in-store and provided their email addresses. The opportunity was there, but the database wasn’t being actively used for marketing or customer engagement. There was no ongoing communication keeping Elan connected with customers after their purchase, and no strategy in place to encourage customers to return.

Online Buzz was brought in to transform this database into an active marketing channel. We developed an email strategy designed to reconnect Elan with its existing customers, nurture those relationships and create opportunities for repeat purchases. Rather than simply sending promotional emails, the focus was on creating a customer journey that delivered relevant content, inspiration and offers at different stages of the customer relationship.

The opportunity wasn’t simply to send more emails. It was to understand what customers should receive, when they should receive it and why they would want to hear from Elan.

Online Buzz developed a strategy that used the existing customer data to create more meaningful touchpoints. This included thinking about post-purchase communication, ongoing brand engagement, product inspiration, promotional opportunities and ways to encourage customers to return to Elan when they were ready for their next purchase.

The biggest challenge was starting with a database that had been collected over time but hadn’t been actively nurtured. Customers had provided their email addresses when making a purchase, but there was no established email marketing strategy or customer journey in place. This meant we needed to consider how to re-engage the existing database while ensuring the communication felt relevant and valuable rather than simply promotional.

Another challenge was understanding how to translate the in-store customer experience into a digital environment. Jewellery is highly personal and emotional, so the strategy needed to go beyond discounts and sales messaging. We focused on creating emails that reflected Elan’s brand, showcased its products and gave customers a reason to continue the relationship with the brand after leaving the store.