Herzog Jewelers Case Study
How personalized text messages drove $118,028 in attributed sales and activated customers who weren't repeat holiday shoppers.
Event: Bourbon & Buying Holiday Event | December 17, 2025 | Fort Mitchell, KY
71%
of event-day buyers were NOT repeat holiday shoppers
$64
return for every $1 invested
0
staff hours spent responding to messages during busiest season
The Challenge
The Situation
For their December 17th Bourbon & Buying event, Herzog Jewelers used multiple marketing channels: email blasts, social media posts, in-store signage, and postcard handouts. But during the holiday season, everyone's inbox is overflowing.
For the first time, Herzog added personalized text messages through Concierge by Clientbook. They contacted 1,853 customers with personal invitations to their bourbon tasting and holiday shopping event.
This created a measurable test: How would customers who received personalized text messages perform?
December 17
Event Day Results
The event drew 40+ appointments and additional walk-ins. Within the 14-day attribution window following text outreach, 65 customers who received text messages made purchases totaling $118,028.
But here's the critical question every skeptical jewelry store owner asks: Would they have bought anyway?
The "Would They Have Bought Anyway?" Question
We compared these 65 purchasers against Herzog's 2024 holiday season (November-December) to see if these were repeat holiday shoppers or newly activated customers:
Customer Segment Analysis
Key Finding: The majority of sales came from customers who were not already in the habit of shopping at Herzog during the holidays. The text outreach activated customers who otherwise would not have come in.
The Numbers
Sales Attribution
Event day only (Dec 17)
$22,925
Attributed Sales
Full 14-day attribution window
$118,028
Attributed Sales
Unique customers who purchased
65
Individual Buyers
Average transaction value
$1,816
Per Customer
Transparency
How We Measured This
We want to be transparent about our methodology:
Attribution window
December 11-18 (from one day post the start of text outreach through the day after the event).
Sales attribution
Any purchase made by a customer who received a text message within the 7-day window was attributed to the campaign.
Repeat buyer analysis
We compared attributed purchasers against November-December 2024 purchase history to identify which customers were new holiday shoppers vs. repeat buyers.
What we can't prove
We can't say with certainty that the personalized text messages caused each sale. What we can show is that 71% of event-day purchasers and 66% of all attributed purchasers were not repeat holiday shoppers—meaning the campaign activated dormant customers.
Real Conversations
What the Messages Looked Like
Each text was personalized with the customer's name (and their partner's name when applicable) and sent from "Bailey," a persona created for the campaign. Here are real conversations:
The Easy RSVP
Bailey: Hi Laura! This is Bailey from Herzog Jewelers. We'd love to invite you and Tommy to our Bourbon & Buying Event on Dec 17th from 5-7pm. Holiday gift shopping made easy with bourbon from New Riff Distillery (meet founder Ken Lewis!), lite bites, and expert guidance on finding the perfect gift. RSVP for 20% off one item and a complimentary bourbon with purchase. Would you two be interested? [link to RSVP]
Laura: Hi Bailey. Sure Tommy and I will be there. Thanks for inviting us. I'll rsvp
The Unexpected Custom Request
Bailey: Hi Andrew! This is Bailey from Herzog Jewelers. We're hosting a Bourbon & Buying Event on Dec 17th...
Andrew: What if I bring you a 5 carat diamond do you guys make custom jewelry out of it?
Shelby (Herzog): Hi!! Yes we specialize in custom. Custom is typically about 3-4 weeks. Were you looking to make an engagement ring or another piece of jewelry?
An event invitation uncovered a potential custom engagement ring project. That doesn't happen with email blasts.
The Diamond Upgrade (From a Customer Who Couldn't Attend)
Bailey: Hi Brian! ...You're invited to our Bourbon & Buying Event on Dec 17th...
Brian: Hi Bailey, thanks for the invite but I will be in Florida until Dec 20th. Ask Ted to find me a 3.5 carat diamond to replace Anita's 2 carat in her wedding ring which I purchased from him.
Bailey: No problem! I'll pass this along to Ted :)
Even "no" responses turned into opportunities when having real conversations.
Did Customers Mind Getting Texts?
This was Herzog's biggest concern. We analyzed every customer response to find out.
0
Customer Complaints to Store
Zero
200+
Customers Who Responded
10.8% response rate*
*Industry benchmarks target a 2-5% response rate when specifically asking for a reply. Source.
Protecting Your Store's Number
Because Concierge sends messages from a separate phone number managed completely by Clientbook, opt-outs didn't affect Herzog's main store number. Customers who opted out of this campaign can still receive texts from the store for appointments, repairs, and other communications.
"We had over 40 appointments and a good number of attendees that did not RSVP as well. It was a huge help to use the Clientbook concierge service to help make outreach smooth and personal. We are all hands on deck this time of year, so even backoffice associates like me are on the sales floor and not as attentive to messages as we would normally be."— Taylor Lindsay, Marketing Coordinator, Herzog Jewelers
ROI Breakdown
The Investment
Concierge by Clientbook charges $1 per customer contacted. For Herzog's 1,853-person text campaign, that meant a $1,853 investment.
Event Day ROI
$22,925 in sales from text recipients—a return of $12.37 for every $1 spent. That's an ROI of 1,137%.
Full Season ROI
$118,028 in attributed sales—a return of $64 for every $1 spent.
Zero Staff Hours
Because Concierge handles all the outreach and conversations, Herzog's team didn't spend a single hour on it during their busiest season.
"The biggest benefit was simplicity of use! We told you what we wanted to achieve and you took care of the rest in accordance with our brand and tone of voice."— Taylor Lindsay, Marketing Coordinator, Herzog Jewelers
About
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.
Ready to Add Text to Your Next Event?
Concierge by Clientbook runs personalized text campaigns for jewelry store events at $1 per customer contacted. We handle all the outreach and conversations—you focus on serving customers.
To learn more:
- Schedule a call to learn more
- Email us at concierge@clientbook.com
- Ask your Clientbook representative about Concierge
Concierge by Clientbook
Personalized Outreach. Measurable Results. Zero Staff Time.