Event Day Only · Dec 17
$22,925
in event-day attributed sales
Per $1 spent
$12.37
ROI
1,137%
Case Study
How a bourbon-and-buying event activated 71% new holiday shoppers and drove $118,028 in attributed sales for a family-owned Cincinnati jeweler.
Client
Herzog Jewelers
Location
Fort Mitchell, KY
Event
Bourbon & Buying
Date
December 17, 2025
"
We had over 40 appointments and a good number of attendees who didn't RSVP. It was a huge help. We're all hands on deck this time of year, even back-office staff are on the sales floor, so we couldn't have stayed on top of those replies ourselves.
Taylor Lindsay · Marketing Coordinator, Herzog Jewelers
Executive Summary
The numbers that matter.
71%
New Holiday Shoppers
Of event-day buyers were not repeat holiday shoppers from the prior year.
65
Buyers in Window
Text recipients who made purchases across the 14-day attribution window.
$1,816
Avg. Purchase
Average transaction value across the 65 text-attributed buyers.
$118K
Attributed Sales
From 1,853 customers contacted. $64 returned for every $1 invested.
A $1,853 text campaign returned $118,028 in attributed sales across the 14-day attribution window. A 6,269% ROI during the busiest stretch of the year.
The Situation
A crowded inbox season, and a cleaner channel.
The real test for any holiday campaign isn't whether existing buyers come back. It's whether you can reach the ones who didn't.
The Event
Herzog Jewelers' Bourbon & Buying event ran December 17 from 5 to 7pm in their Fort Mitchell store. The evening paired holiday gift shopping with a tasting from New Riff Distillery (founder Ken Lewis in attendance), plus light bites and expert one-on-one help finding the right piece. RSVPs unlocked 20% off one item and a complimentary pour with purchase.
The New Channel
Herzog already ran email blasts, social posts, in-store signage, and postcard handouts. But mid-December, every inbox is overflowing. For the first time, Herzog added personalized text messages through Concierge by Clientbook, reaching 1,853 customers with individual invitations.
Each message was sent under "Bailey," a persona created for the campaign. Bailey referenced what the store knew about each customer: partner names, past purchases, prior staff relationships. She handled every reply.
The Skeptic's Question
"Would they have bought anyway?"
The fair pushback on every holiday-attribution report: maybe these are just the customers who always shop at Christmas. So we checked. Every text-attributed buyer was cross-referenced against Herzog's November and December 2024 purchase history.
Event Day · Dec 17
71%
of event-day buyers were not repeat holiday shoppers
Full 14-Day Window
66%
of all attributed buyers were not repeat holiday shoppers
Key Finding
The campaign didn't just collect orders from customers who always come at Christmas. It activated dormant customers (the majority of buyers had no holiday purchase history with Herzog the year before). The text was the reason they came in.
Sales Attribution
Event day, and the 14-day window after.
The full picture
Full 14-Day Window
$118,028
in attributed sales · 65 individual buyers
Per $1 spent
$64
ROI
6,269%
Real Conversations
What the messages looked like.
Each text was personalized: by the customer's name, their partner's name when applicable, and what we knew about their relationship with the store. Concierge handled every reply.
Conversation 01
The easy RSVP
Bailey · Herzog Jewelers
Hi Laura! This is Bailey from Herzog Jewelers. We'd love to invite you and Tommy to our Bourbon & Buying Event on Dec 17 from 5 to 7pm. Holiday gift shopping made easy with bourbon from New Riff Distillery (meet founder Ken Lewis!), lite bites, and expert guidance. RSVP for 20% off one item and a complimentary bourbon with purchase. Would you two be interested?
Hi Bailey. Sure Tommy and I will be there. Thanks for inviting us. I'll RSVP.
Cold message to confirmed couple in two replies. Both partners by name, no friction.
Conversation 02
The unexpected custom job
Bailey · Herzog Jewelers
Hi Andrew! This is Bailey from Herzog Jewelers. We're hosting a Bourbon & Buying Event on Dec 17. Would you be interested?
What if I bring you a 5 carat diamond? Do you guys make custom jewelry out of it?
Shelby · Herzog Jewelers
Hi! Yes, we specialize in custom. Typical timeline is 3 to 4 weeks. Were you looking to make an engagement ring or another piece?
An event invite surfaced a potential custom engagement-ring project. That doesn't happen with email blasts.
Conversation 03
The diamond upgrade
Bailey · Herzog Jewelers
Hi Brian! You're invited to our Bourbon & Buying Event on Dec 17 from 5 to 7pm. Would you be interested?
Hi Bailey, thanks for the invite but I'll be in Florida until Dec 20. Ask Ted to find me a 3.5 carat diamond to replace Anita's 2 carat in her wedding ring, the one I purchased from him.
No problem at all. I'll pass this along to Ted right away. :)
A "can't attend" became a major diamond-upgrade order routed straight to the right associate.
Methodology & Measurement
How we measured this.
Attribution window
01December 11 to 25, from one day after text outreach began for 14 days. Any purchase made by a text recipient in that window was attributed to the campaign.
Repeat-buyer analysis
02Every attributed purchaser was cross-checked against Herzog's November and December 2024 transaction history. That's how we identified the 71% / 66% split between new and repeat holiday shoppers.
Conservative count
03We only counted purchases by customers who actually received a text. Walk-ins and customers who received only email or signage were not attributed to the campaign.
What we cannot prove
04We cannot claim the text caused each individual sale. Customers also saw email, signage, and social. What we can show is that 71% of event-day buyers and 66% of all attributed buyers were not repeat holiday shoppers from the prior year, meaning the campaign activated dormant customers.
Customer Reception
Did customers mind getting texts?
Herzog's biggest concern going in was sending unwanted holiday outreach to loyal customers. We analyzed every response.
0
Complaints to Store
Zero complaints reached the store from 1,853 outreach messages.
200+
Customers Replied
A 10.8% response rate, about 2× the SMS marketing benchmark.
Protecting the Store's Number
Messages sent from a dedicated campaign number, separate from Herzog's main store line. Opt-outs only affected the event campaign. Those customers can still receive store texts for appointments, repairs, and other communications.
Ready to add text to your next event?
Personalized outreach. Measurable results. Zero staff time.
Concierge runs personalized text campaigns for jewelry-store events at $1 per customer contacted. Our team handles every message and every reply. You focus on serving customers.
The biggest benefit was the simplicity. We told them what we wanted to achieve, and they took care of the rest, in our brand and tone of voice.
Taylor Lindsay · Marketing Coordinator, Herzog Jewelers
Herzog Jewelers is a family-owned store in Fort Mitchell, Kentucky, serving the Greater Cincinnati area. Run by Joe, Ted, and Suzanne Herzog, they've built their reputation on personal relationships, the kind of store where staff know customers by name and remember what they bought last anniversary.