Helzberg Diamonds operates more than 230 brick-and-mortar stores and has an E-commerce site at http://www.helzberg.com. The Web site was launched in 1996 and now has an average order transaction of more than $200.

The retailer is always looking to improve performance and is a big believer in data analytics.  As reported by Jess Beldner: “In 2011, Helzberg faced a serious challenge: Brand awareness wasn’t as high as the company would like. On top of that, overall click-through rates were declining in the jewelry market.” So, the company employed digital agency Rosetta to improve things. “Given this situation, Rosetta developed a prospecting program for Helzberg to reach new buyers, especially those who only shopped for jewelry during the holidays. The goal was hitting year-over-year gains in site visits that would lead to increased sales. This required them to develop custom audiences based on online behavior, demographics, and IP [internet provider] attributes.”

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