Sidney Garber
Sidney Garber is a luxury jewelry company with shops in Chicago and New York and with a history that goes back to the 1940s. Just like the jewelry they sell, they need their marketing campaigns to shine bright and feel just right for their taxing, high-end customers.
Background
Sidney Garber is a luxury jewelry company with shops in Chicago and New York and with a history that goes back to the 1940s. Just like the jewelry they sell, they need their marketing campaigns to shine bright and feel just right for their taxing, high-end customers.
Opportunity
Fine jewelry, just like any other luxury item, has an advantage over its lower-priced counterparts: you don’t need millions of customers to make ends meet. You don’t even want them, in fact.
What a luxury business needs are a few select customers who can easily become brand ambassadors and who are most likely influencers in their own way. However, there’s a catch: these people are extremely hard to attract and turn into loyal customers.
Challenges
To reap an opportunity, you have to address the challenges surrounding it. In this case, Sidney Garber had to find a way to communicate with existing and potential customers that looks and feels exclusive.
And so you know what’s the most exclusive value a luxury brand can use? The VIP treatment. In online marketing, the VIP treatment translates to amazing personalization. You have to know your customers just as well as you know your family so you can send them the right message at the right time.
To make that happen, Sidney Garber uses Salesforce and Klaviyo, both excellent choices in their industry. These solutions help the luxury jewelry retailer keep tabs on their existing customers and easily follow their sales metrics.
However, if the two solutions don’t “talk” to each other, valuable insights are lost and their customers can’t really get the VIP treatment they are used to.
This is where we come into play.
Solution
Sidney Garber uses Klaviyo for Salesforce to sync their Person Accounts and make sure that they don’t spam their customers with irrelevant messages, while, at the same time, ensuring that they meet their marketing goals.
Sidney Garber manages to strike this balance through SyncApps by:
- Using Person Accounts in Salesforce as their system of record for data changes. Read more about how this works: Integrating your Salesforce Person Accounts
- Syncing marketing metrics back to Salesforce from Klaviyo Campaigns
- See How Marketing Metrics works here:
This way, the changes they make in one of the platforms are automatically reflected in the other one. None of their subscribers will miss an important email because their address wasn’t added to the right list on time. And none of their subscribers who decided they don’t want to receive their messages anymore will ever be bothered by them.
Because yes, VIP treatment also means knowing when to leave someone alone. And Sidney Garber can do that automatically — remove the subscribers who are no longer interested in their products. This way, they don’t annoy anyone and they have the time to focus on customers who want to keep receiving messages from them.
Key Outcomes
- Marketing personalization at the next level
- Sidney Garber easily targets relevant customers and leads who have the potential to become life-long ambassadors of their brand.
- The combined insights they receive thanks to our bi-directional integration solution help them understand purchase cycles better, understand their customers’ needs, and create better campaigns.
- Sidney Garber saves hours of work every month by automating data migration.
- They also save a lot of money that would have gone to useless campaigns otherwise.
Want to reap the same benefits Sidney Garber does? Start here, 100% FREE!
