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Case Study

A natural experiment, a Three Stories trunk show, and a single channel that captured 87% of marketing-attributed sales.

Client

Schmitt Jewelers

Location

Phoenix, AZ

Event

Three Stories Trunk Show

Date

December 5 and 6, 2025

Schmitt Jewelers storefront at twilight, warm interior light spilling through the entrance

Nobody was annoyed to get it, which is always kind of what you're worried about. We didn't get pushback, we didn't get a ton of unsubscribes, and we didn't tick anyone off.

Tom Schmitt · Owner, Schmitt Jewelers

Executive Summary

The numbers that matter.

87%

Of Marketing Sales

Of every tracked event-day sale, 87% came from a text recipient.

25×

Conversion Rate

Text recipients converted 25× better than every other marketing channel combined.

$33K

Event-Day Sales

From the 13 text recipients who bought during the two-day show.

$198K

Full-Season Sales

Attributed sales from the text cohort across the holiday window.

$1 per customer reached returned $117 in attributed sales across the full season. An 11,652% ROI from one channel.

The Situation

A multi-channel mix, and the chance for a natural experiment.

When the same store sends different outreach to different cohorts, the data effectively writes itself.

The Event

Schmitt Jewelers' December trunk show featured Three Stories Jewelry, a 14k gold collection designed for Christmas gifting. Two days, one Phoenix storefront, the busiest selling stretch of the year.

The Marketing Mix

For the trunk show, Schmitt's customer list was split across three overlapping outreach types: email blasts, gift-card mailings, and (for the first time) personalized text messages through Concierge by Clientbook.

1,687 customers received a text message under "Bailey," a persona created for the campaign. 7,476 customers received the same email and gift-card outreach but no text. Two cohorts, same store, same offer. A side-by-side test of what a 1:1 text does.

Event Day Results · December 5 and 6

25× the conversion. 76× the revenue per customer.

30 customers made purchases at the trunk show, totaling $65,140. 15 came in through trackable marketing, and 13 of those 15 were text recipients. Here is the head-to-head, setting walk-ins aside.

Without text

Customers reached 7,476

Purchased on event days 2

Event-day conversion 0.03%

Event-day sales $1,950

Revenue per customer reached $0.26

With Concierge

With text

Customers reached 1,687

Purchased on event days 13

Event-day conversion 0.77%

Event-day sales $33,335

Revenue per customer reached $19.76

Key Finding

Same store, same week, same offer. The only meaningful difference between the two cohorts was the personalized text message. The text cohort converted at 25× the rate of the email + gift-card cohort and produced 76× more revenue per customer reached.

Full Attribution Window

The full season: a holiday-long reminder.

The trunk show was the trigger, but the messages kept working through the holiday season. From November 26 through December 19, the day after the first texts went out through two weeks past the event. Schmitt's text cohort generated $198,223 in attributed sales.

Customers walked in asking for Bailey by name, for wedding bands, gift purchases, and pieces unrelated to Three Stories. The text wasn't just an invite. It was a holiday-season nudge that brought people through the door.

Season-long attribution

$198,223

$117 in sales for every $1 spent

It's air, land, and sea. We're trying to reach customers at every level. Whether they came in for Three Stories or just for Schmitt, the text was another reminder that pushed them off the couch.

Ellen Fruchtman · Fruchtman Marketing

Real Conversations

What the messages looked like.

Every text was personalized: by the customer's name, their spouse's name when applicable, and the product context. Concierge handled every reply, including scheduling specific times. Here are real conversations from the campaign.

Conversation 01

The booked appointment

Bailey · Schmitt Jewelers

Hi Hannah! This is Bailey from Schmitt Jewelers. We're hosting a Three Stories Jewelry Trunk Show on Dec 5 and 6 with beautiful 14k gold pieces designed to tell your unique story. Perfect timing for Christmas shopping. Would you and Taylor like to stop by?

Yes we would be very interested!

Great! The event runs Friday Dec 5 (9:30am to 5:30pm) and Saturday Dec 6 (9:30am to 4pm). Which day works better for you?

Saturday would be better for us. Thank you!

From cold invitation to a confirmed Saturday visit in four messages. Both partners by name.

Conversation 02

The halo effect in action

Bailey · Schmitt Jewelers

Hi Danny! This is Bailey from Schmitt Jewelers. We're hosting a special Three Stories Jewelry Trunk Show on Dec 5 and 6 with beautiful 14k gold pieces. Would you be interested in stopping by?

Hi Bailey! I don't live in the area so I won't be able to make it. BUT I do need to get my fiancée a wedding band, and you guys made her such a beautiful engagement ring. What are your holiday hours?

That's so exciting! Our holiday hours are 9:30am to 5:30pm, Monday through Friday. I've included a link to our holiday calendar. We're excited to help match something perfect with her engagement ring.

A "can't attend" turned into a warm wedding-band lead, exactly the halo-effect revenue the season-long data captures.

Conversation 03

Even a no felt good

Bailey · Schmitt Jewelers

Hi Melody! This is Bailey from Schmitt Jewelers. We're hosting a Three Stories Jewelry Trunk Show on Dec 5 and 6. Would you and Bill like to stop by?

Good morning! We'd love to stop by but we already have plans. Keep us in mind next time! Have a great holiday.

Thanks for letting me know! We'll keep you in the loop for the next event. Have a wonderful holiday season too.

A polite decline that kept the relationship intact and signaled real interest for the next event.

Customer Reception

Did customers mind getting texts?

Schmitt's biggest concern going in was annoying loyal customers right before Christmas. So we analyzed every reply.

Complaints

Zero complaints reached the store from 1,687 messages sent.

12.4%

Response Rate

207 customers replied. Well above the 2 to 5% SMS-marketing benchmark.

98%

Positive Sentiment

Of 145 engaged conversations, 98% were positive, neutral, or polite declines.

Protecting the Store's Number

The 62 unsubscribes went to the dedicated campaign number, not Schmitt's main store line. Those customers can still receive store messages for appointments, repairs, and personal communications. Only the event outreach is suppressed.

Methodology & Measurement

How we measured this.

The natural-experiment design only works if the math is honest. Here's exactly how we counted.

Cohort attribution

Sales on December 5 and 6 were matched to a marketing cohort based on which outreach each customer had received: email + gift card, or email + gift card + text. Walk-ins with no tracked outreach were set aside.

Full-season window

The full attribution window ran November 26 through December 19, from the day after the first texts were sent through two weeks past the trunk show. All sales from text recipients in that window were counted.

Outlier handling

One customer in the no-text cohort made a single $66,620 purchase. We excluded that outlier from the full-season comparison to keep the difference between cohorts conservative.

What we cannot prove

We cannot claim causation for any individual sale. Most text recipients also received email and gift-card outreach. What we can show is that the text cohort converted at dramatically higher rates than every other cohort, controlling for the same store and the same week.

The Investment & The Return

A $1,687 campaign. Two ways to count the return.

Concierge by Clientbook charges $1 per customer contacted. For Schmitt Jewelers' 1,687-person text campaign, the investment was $1,687.

Event Days Only

$33,335

in event-day sales from 13 text recipients

Per $1 spent

$19.76

ROI

1,876%

The full picture

Full Season

$198,223

in attributed sales across the holiday window

Per $1 spent

$117

ROI

11,652%

And because Concierge handles every outreach and reply, Schmitt's team did not spend a single hour on it during their busiest season.

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, so your sales floor stays focused on customers.

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Schmitt Jewelers is a premier jewelry retailer in Phoenix, Arizona. The Three Stories Trunk Show was their first text-message marketing campaign with Concierge by Clientbook. When asked if they would do it again: "Yes, I would definitely do it again. We see this as a critical part of our outreach for future events."