Buying fine jewellery is both a considered and highly emotional process, and there’s a very deep level of passionate interest in fine jewellery amongst fans. So how could Hennings capitalise on that?
We identified the insight the fine jewellery purchases are often triggered by a big life event – we called this a ‘Shining Moment’ and created a ‘fan club’ called iShine. We helped Heninngs create a range of benefits of membership and established sign-up processes on their website and in store.
The iShine database opened up a valuable email channel which has become one of Hennings most valuable communication channels.
List growth grew steadily and iShine members spent 30% more than other Hennings customers.
Craig Moore - Hennings Jewellers