Zale Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Zale Corporation is a fine jewelry retailer with locations throughout the United States, Canada and Puerto Rico. Headquartered in Irving, TX, Zale's brands include Zales Jewelers, Zales Outlet, Gordon's Jewelers, Peoples Jewellers, Mappins Jewellers and Piercing Pagoda.
|Main Telephone||(972) 580-4000|
|Main Fax||(972) 580-5523|
Zale Corporation ContactsContacts (5/18)
|Scott D.||Senior Vice President, Marketing||TX|
Sample of Associated Brands
|Jamie S.||Senior Vice President & General Manager - Piercing Pagoda||TX|
|Bill L.||Senior Vice President||TX|
|Vicki S.||Vice President, eCommerce||TX|
|John M.||Vice President, Marketing||TX|
|******, *****, & ******||***||Media Buying, Media Planning||unknown||present|
|******'* ********||***||media buying & planning||2015||present|
|******'* ********||***** + ********||creative||unknown||present|
|******** ******||***||media buying & planning||2015||present|
|**** ***********||***** + ********||creative||unknown||present|
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Digital, TV Opps: Zales to continue higher ad investments (Score 76)
Subject: digital, TV, social media, in-store,
Company: Winmo), the national jewelry chain that was bought by Signet Jewelry Limited in 2014.
Opportunity: Zales boosted Q4 advertising investments and Signet CEO Mark Light noted that moving forward the company would continue increasing marketing spend “thoughtfully and targeted.” It should come as no surprise that Signet’s highest spend periods are around jewelry-heavy holidays, such as Valentine’s Day, Mother’s Day and Christmas. Zales accounted for 19% of Signet's sales in fiscal 2016 ended Jan 31.
For the past year, Signet has been applying information gathered during a customer segmentation study, especially around Zales, which has led to increased advertising. Sellers should also keep in mind that much of Zales business is supported by its bridal lines, so wedding endemic sellers should also have an advantage securing business here.
Zales is also continuing to test Neil Lane in stores. Once those are complete, there should be additional promotional support behind the nationwide rollout. And lastly, the company is planning on opening around 30 new Zales stores this year, so local marketing dollars in these areas to support openings could be also be available.
Overall Measured Media Spend: Zales spent $54.8 million on measured media in 2014. Most of Zales’ spend is allocated to broadcast ads (88.3%) and the remainder is mostly dedicated to display (5.6%) and search (4.3%) ads.
National TV Spend: For 2015, Zales spent $49.1 million on national TV ads – up from $25.9 million in 2014. See iSpot charts for 2015 show/channel targeting.
Zales’ target customer is The “Gifter,” management states (think clueless men who watch sports; read more about customer segmentation here). Zales has spent $5.9 million on national TV ads so far this year (down slightly from the same period 2015, when $6.9 million was spent).
Show targeting strategy seems to have remained the same, even though “American Ninja Warrior” and “College Basketball” have replaced “King of the Hill” and “Postseason NFL Countdown” for top spend.
Digital Breakdown: In 2015, Zales ran 228 display ads on 4,065 publishers (<1% mobile). Top ad destinations included curbed.com, thetruthaboutguns.com, getoffmyinternets.net, myspace.com and likes.com. Less than one percent of these ads were placed site direct, because isn’t programmatic placement the only reason ads end up on Myspace? Zales also ran 137 high impact and 18 video ads in 2015.
For 2014, Zales ran 373 display and 154 high impact ads on 5,600 publishers, so there was actually a slight decrease is display presence in 2015.
So far in 2016, Zales has run 48 display and five impact ads on 342 publishers (<1% mobile).
901 West Walnut Hill Lane
Irving, TX 75038
Senior Vice President, Marketing
Direct Dial: (972) 580-4848
Associate Director, Digital – OMD