Since 1948, Daniel's Jewelers has grown into one of the fastest-growing jewelry companies in the United States, founded by Joseph Sherwood on a mission to make jewelry accessible to families nationwide. Now led by his grandson, CEO David Sherwood, the family business operates 100+ stores and is focused on expanding its brick-and-mortar footprint alongside its e-commerce experience.
The Challenge
For much of its 75-year history, Daniel's Jewelers relied on manually collated data piped through its point-of-sale system — ticket counts, staff interactions, payments, and gifts. Those sources could not deliver the depth of insight the retailer needed to evaluate the new digital marketing approaches it was adopting, and measuring whether online campaigns actually drove shoppers into stores was especially difficult to do in a privacy-friendly way.
The Solution
Daniel's Jewelers partnered with RetailNext to accurately measure store traffic, establish a performance baseline across the chain, benchmark stores against peers and KPIs, gauge marketing effectiveness, and optimize labor scheduling. The retailer deployed RetailNext Traffic Analytics, powered by the Aurora® all-in-one IoT sensor and a predictive traffic model that forecasts counts in 15-minute increments, with dashboards that translate the data into simple formats or feed directly into business-intelligence tools.
The Results
With accurate, real-time traffic and conversion data, Daniel's Jewelers could finally connect its digital advertising to physical-store visits — measuring campaign impact across the chain, by region, and store by store — and use that single source of truth to benchmark performance, refine labor scheduling, and identify concrete opportunities for improvement.
