Home
Schedule a Call
Schmitt Jewelers Case Study
How personalized text messages drove 87% of marketing-attributed event sales and generated an incremental $117 per customer reached over the holiday season.
Event: Three Stories Jewelry Trunk Show | December 5-6, 2025 | Phoenix, AZ
Executive Summary
87%
Marketing-Driven Sales
of marketing-driven event sales came from text recipients
25x
Conversion Rate
higher conversion rate on event days vs. other marketing
$117
Revenue Per Customer
revenue per customer reached over the full season
The Situation
For their December trunk show featuring Three Stories Jewelry, Schmitt Jewelers used a multi-channel marketing approach: email campaigns, gift card mailings, and—for the first time—personalized text messages through Concierge by Clientbook.
Different customers received different combinations of outreach. Some got just an email. Others got a gift card in the mail. And a segment of 1,687 customers also received a personalized text message inviting them to the event.
This gave us a natural experiment: How did customers who received these personalized text messages perform compared to those who didn't?
Event Day Results: December 5-6
During the two-day trunk show, 30 customers made purchases totaling $65,140. But where did those customers come from?
Breaking Down the Foot Traffic

Key Finding: Of the 15 customers who came in through trackable marketing channels, 13 (87%) had received a text message. Text recipients generated $33,335 in sales vs. just $1,950 from other marketing.
Comparing Marketing Effectiveness on Event Days
Setting aside the walk-ins (who weren't part of any tracked campaign), how did the marketing channels compare?
With Text
  • Customers Reached: 1,687
  • Purchased on Event Days: 13
  • Event Day Conversion Rate: 0.77%
  • Event Day Sales: $33,335
  • Revenue per Customer Reached: $19.76
Without Text
  • Customers Reached: 7,476
  • Purchased on Event Days: 2
  • Event Day Conversion Rate: 0.03%
  • Event Day Sales: $1,950
  • Revenue per Customer Reached: $0.26
On event days alone, personalized text recipients converted at 25x the rate of other marketing channels and generated 76x more revenue per customer reached.
Beyond Event Days: The Halo Effect
The event-day results are compelling, but they only tell part of the story. When we look at the full attribution window—from November 26 through December 19—the text message impact extends even further.
The text messages didn't just drive event attendance. They served as a holiday reminder that brought customers back to the store throughout the season, even for purchases unrelated to the trunk show.
We received multiple reports of customers walking into the store, asking for "Bailey", demonstrating a direct tie from the personalized messages to increased foot traffic.
Full Season (Nov 26 - Dec 19)
Note: One outlier ($66,620 purchase) removed from "Without Text" group for conservative comparison.
"I agree with you in terms of the halo effect. It's kind of like air, land, and sea—we're trying to get to them at all levels. And regardless of whether they're interested in Three Stories or they're just Schmitt customers, it was another reminder that 'I need to get off my butt and get something done.'"
— Ellen Fruchtman, Fruchtman Marketing
How We Measured This
We want to be transparent about our methodology:
Event day attribution
Sales on December 5-6 were matched to marketing cohorts based on which outreach each customer received.
Full season attribution window
November 26 – December 19 (from the day after first texts were sent through two weeks post-event).
Outlier handling
One customer in the email + gift card group made a $66,620 purchase. We removed this outlier for the season comparison to be conservative.
What we can't prove
We can't say with certainty that the personalized text messages caused each sale. Customers who received texts often also received other marketing. What we can show is that customers in the "text" cohorts converted at dramatically higher rates.
What the Messages Looked Like
Each text was personalized with the customer's name (and their spouse's name when applicable) and sent from "Bailey," a persona created for the campaign. Here are real conversations:
Booking an Appointment
Bailey: Hi Hannah! This is Bailey from Schmitt Jewelers. We're hosting a Three Stories Jewelry Trunk Show Dec 5-6 with beautiful 14k gold pieces designed to tell your unique story. Perfect timing for Christmas shopping! Would you and Taylor like to stop by?
Hannah: Yes we would be very interested!
Bailey: Great! The event runs Friday, Dec 5 (9:30am-5:30pm) and Saturday, Dec 6 (9:30am-4pm). Which day works better for you?
Hannah: Saturday would be better for us. Thank you!
The Halo Effect in Action
Bailey: Hi Danny! This is Bailey from Schmitt Jewelers. We're hosting a special Three Stories Jewelry Trunk Show on Dec 5-6 with beautiful 14k gold pieces. Would you be interested in stopping by?
Danny: 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?
Bailey: That's so exciting! Our holiday hours are 9:30am-5:30pm Mon-Friday. I've included a link to our holiday calendar. We're excited to help match something perfect with her engagement ring.
This customer couldn't attend the event but was reminded to come in for a wedding band—exactly the kind of "halo effect" sale the data captures.
Even Declines Were Positive
Bailey: Hi Melody! This is Bailey from Schmitt Jewelers. We're hosting a Three Stories Jewelry Trunk Show on Dec 5-6. Would you and Bill like to stop by?
Melody: Good morning! We would love to stop by but we already have plans! Keep us in mind next time! Have a great holiday!!!!!
Bailey: Thanks for letting me know! I completely understand. We'll definitely keep you in the loop for our next event. Have a wonderful holiday season too! 🎄✨
Even customers who couldn't attend responded warmly—maintaining the relationship for next time.
Did Customers Mind Getting Texts?
This was Schmitt Jewelers' biggest concern. We analyzed every customer response to find out.
0
Customer Complaints to Store
Zero complaints received
12.4%
Customers Who Responded
207 customers (12.4%)*
98%
Positive Sentiment
Of engaged responses were positive, neutral, or polite declines
*Industry benchmarks target a 2-5% response rate when specifically asking for a reply. Source.
Sentiment Analysis of Responses
Of the 145 customers who engaged in actual conversation (not including unsubscribes), 98% of engaged responses were positive, neutral, or polite declines.

Protecting Your Store's Number: Because Concierge sends messages from a separate phone number managed completely by Clientbook, the 62 unsubscribes didn't affect Schmitt Jewelers' main store number. Customers who opted out of this campaign can still receive texts from the store for appointments, repairs, and other communications.
"Nobody was annoyed to get it... which is always kind of what you're worried about. We didn't get much pushback, we didn't get a ton of unsubscribes, and so we didn't tick a bunch of people off."
— Tom Schmitt, Owner
The Investment
Concierge by Clientbook charges $1 per customer contacted. For Schmitt Jewelers' 1,687-person text campaign, that meant a $1,687 investment.
Looking at just the event days:
$33,335 in sales from 13 text recipients—a return of $19.76 for every $1 spent. That's an ROI of 1,876% from Concierge.
Looking at the full season:
$198,223 in attributed sales—a return of $117 for every $1 spent.
And because Concierge handles all the outreach and conversations, Schmitt Jewelers' team didn't spend a single hour on it during their busiest season.
"One of the biggest benefits was that it didn't require any time from my team. You stepping in to handle all the outreach and replies made this an easy decision."
— Tom Schmitt, Owner
About Schmitt Jewelers
Schmitt Jewelers is a premier jewelry retailer in Phoenix, Arizona. This was their first text message marketing campaign for an event.
When asked if they'd use the service again: "Yes I would definitely do it again. We see this as a critical part of our outreach for future events."
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:
  • Ask your Clientbook representative about Concierge
Concierge by Clientbook
Personalized Outreach. Measurable Results. Zero Staff Time.