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Retail

Shelton Jewelers

OVERVIEW:

With a single location, Shelton Jewelers of Albuquerque, NM, serves a mix of customers depending on their specific needs. Thanks to Comcast Spotlight’s TV and digital video advertising solutions, the store was able to reach all of those groups effectively and efficiently.

STRATEGY:

The typical customer mix for Shelton Jewelers was about 60% female/40% male, generally with a higher income. Much of their business comes from adults aged 50 and over, but they also serve couples getting engaged, typically in their 20s and 30s. With the majority of the store’s customers coming from Albuquerque and Santa Fe, Shelton Jewelers geographically targeted its advertising in those areas. Television advertising included a strategic mix of high-reach and niche networks, including AMC, A&E, Bravo, Food Network, Hallmark, HGTV, History, TBS, TNT and USA. Digital advertising brought the store’s seasonally-timed messages to Comcast’s XFINITY.com users through high-efficiency in-banner advertising. Those attention-getting advertisements helped drive prospective customers to the store’s website, which had recently launched online sales.

SUCCESS:

Comcast Spotlight’s targeted video advertising solutions helped Shelton Jewelers deliver sparkling results: year-over-year sales increased 10%, and the store’s staff heard from many customers that they saw advertising both on TV and online.