Quality Data and Hygiene Solutions – Expand London Jeweler’s Clientele

Background:

Humble Beginnings: In 1926, Charles London embarked on an entrepreneurial journey that would shape the landscape of luxury timepieces and jewelry on Long Island’s North Shore. After a three-year apprenticeship in clock and watchmaking, London set out to establish his own business along the Gold Coast. His initial clientele consisted of approximately 15 affluent families, including the renowned Vanderbilts and Pratts, who had amassed fortunes in industries such as banking, shipping, railroads, and oil. London’s weekly rounds involved winding an impressive array of 8-day clocks—sometimes up to 50 in a single mansion—totaling around 750 clocks per week. This meticulous service often led to repair work, which London would complete in his workshop.

Expansion and Growth: The London family opened the first store in Glen Cove that still stands today, expanding into jewelry sales and repairs with a personal service touch. Their business philosophy was simple yet effective: treat every customer with style, care, and a passion for the world’s finest watch and jewelry brands. This approach facilitated relationships with global luxury brands such as Rolex, Patek Philippe, Cartier, and Bvlgari, attracting a wealthy clientele and laying the groundwork for future growth.

Luxury Empire: London Jewelers’ New York Americana Manhasset flagship store opened. Additional locations followed in Greenvale, Easthampton, Southampton, Manhattan, and New Jersey, solidifying their presence in the luxury market. Today London Jewelers has everything a customer needs including their own diamond and jewelry brand as well as custom made pieces. They also have their own home and interiors store featuring branded products.

Objective:

As London Jewelers expanded its physical presence, the need to reach potential customers in these areas in an efficient and cost-effective way became a priority. The company recognized the value of direct mail, email, and phone call efforts in targeting and engaging with customers and prospects. However, they did not have a proven method of updating and removing inaccurate consumer information, wasting time and resources.

Methodology:

To support London Jewelers growth strategy, Anchor implemented address hygiene, merge purge consolidation of dupes, phone appends, and email hygiene on their CRM marketing database. Since consumer databases typically decay at an estimated rate of 25% each year, these data solutions were key to ensure effective and cost-efficient marketing efforts.

Result

Anchor’s quality data and hygiene solutions helped London Jewelers to expand their customer base across all store locations and:

Save Time: Precise targeting of potential customers in new and existing markets
Lower Marketing Costs: Current and accurate customer data
Reduce Sales and Customer Service Labor Costs: Eliminated contacting customers and prospects with erroneous data
Enhance Customer Service: Providing representatives with comprehensive customer information to offer personalized assistance
Expand Omnichannel Opportunities: Postal, email and phone append
Better Strategies for Customer Retention: Quality data offers more time to focus on retention efforts
Lead Management: Tracking potential customers with accurate data through the sales funnel, from initial contact to conversion

Data quality is the foundation of any successful marketing effort. Businesses that want to ensure their data files are accurate should consider implementing data hygiene services before beginning a campaign on any channel. Anchor can help you with this – call today 800-452-2357.