Hennings Jewellers

Building a customer community

The Problem

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?

The Solution

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 Results

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.

Acting as both marketing manager and agency, the team led the strategic repositioning of our 100-year-old business. They transformed our brand and have driven it through every aspect of our promotions. We've grown a committed brand following and steadily built our position of diamond expertise.

Craig Moore - Hennings Jewellers

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