Omnichannel Launch Playbook: How Jewelers Can Replicate Fenwick & Selected’s Activation

Hook: Stop guessing—replicate a proven omnichannel activation for department store success

If you're a jeweler worried about how to translate beautiful product catalogs into measurable sales at a department store activation, youre not alone. Common pain points—uncertain merchandising, mismatched digital and in-store experiences, inventory headaches, and low conversion from events—are solvable. This playbook distills Fenwicks omnichannel activation with Selected into a step-by-step, jewelry-specific launch plan you can run in 1216 weeks to win department store tie-ups and deliver hybrid online/offline campaigns that convert.

Quick context: Why Fenwick & Selected matters in 2026

In late 2025 Fenwick strengthened its partnership with Danish brand Selected through a coordinated omnichannel activation that blended curated in-store space and digital storytelling. Retail coverage highlighted it as a model for modern department store partnerships. Why it matters for jewelers in 2026: customers now expect seamless phygital experiences, higher-touch curation, and transparent product data (certificates, materials, sustainability). Department stores are actively seeking brand partners who can drive footfall, create social content, and share marketing costs.

Source inspiration: Retail Gazettes coverage of the FenwickSelected activation (Retail Gazette, 2026).

The Omnichannel Launch Playbook (At-a-glance)

Follow these 8 phases to design, launch, and scale a department store tie-up modeled on Fenwicks activation. Each phase includes clear deliverables, KPIs, and jewelry-specific tactics.

1. Partnership Strategy & Deal Structure
2. Curated Product Catalog & Merchandising
3. Creative & Digital Campaign
4. In-Store Experience & Events
5. Technology & Operations
6. Staff Training & Selling Tools
7. Measurement & Optimization
8. Post-Launch Amplification & Scale

Phase 1 — Partnership Strategy & Deal Structure

Objective:

Secure a mutually beneficial collaboration with a department store that shares audience overlap and marketing reach.

Actionable steps:

• Define your goals: footfall lift, AOV increase, new customer acquisition, trade-up conversions. Set 90-day and 12-month KPIs.
• Package your pitch: a 2-page deck with: curated collection highlights, estimated sell-through cadence, co-marketing ideas, expected traffic uplift, and a revenue-share or consignment model. Include customer personas and 2026 trend pulls (sustainability, AR try-ons, livestream commerce).
• Choose a financial model: consignment for risk-sharing, revenue split for shared upside, or wholesale for simplicity. For first collaborations, propose a hybrid: low-minimum wholesale + event revenue-share to lower the stores risk. See playbooks on dynamic pricing & micro-drops for reference on revenue-share framing.
• Agree on KPIs & reporting cadence: daily POS sync; weekly sell-through updates; post-event ROI report within 14 days.

Phase 2 — Curated Product Catalog & Merchandising

Fenwicks strength came from curated assortments that matched Selecteds aesthetic. For jewelry, curation is everything. Your goal: build a tight, story-driven collection that plays to the department stores customer.

Actionable checklist:

• Lead with 12-20 SKUs: mix hero pieces (statement), core bestsellers, and entry-level items under A3100 to drive trial. Too many SKUs dilute merchandising and inventory sync.
• Segment by story: create 3 mini-collections (e.g., Everyday Luxe, Bridal & Milestones, Sustainable Metals). Each collection gets a dedicated display and digital landing page.
• Tag with rich metadata: gemstone, metal, carat/weight, certification links, sustainability claims, price tier, and recommended sizing. These tags power both e-comm filters and in-store kiosks—see notes on edge sync & offline-first kiosks for realtime catalog strategies.
• Certification & trust signals: include downloadable certificates (GIA, IGI) and a visible guarantee card. In 2026 shoppers expect provenance at checkout.
• Merchandising planogram: one A3 planogram for the department stores visual team with exact fixture specs, lighting notes (CRI 90+ for gemstones), and security recommendations. If you're looking for compact, store-ready displays and sampling kits, use guidance from pop-up sampling kit reviews to adapt fixtures for jewelry.

Phase 3 — Creative & Digital Campaign

Blend aspirational storytelling with shoppable, measurable content. Use the department stores reach plus your brands channels.

Essential assets:

• Shoppable landing page on both your site and the stores site featuring synchronized catalog data and UTM-tagged links.
• Short-form social content (15-60s) optimized for Reels, TikTok and the stores channels highlighting try-ons and closeups.
• AR try-on filter for rings and earrings—deploy via web AR or native store app.
• Livestream launch event co-hosted from the store floor with shoppable overlays and limited-time offers.
• Paid media plan: geo-target shoppers within store catchment, plus lookalike audiences who match existing high-LTV customers. For modern paid & partnership structures, see next-gen programmatic partnership notes.

Copy & creative tips for jewelry:

• Lead with the emotional occasion: "Giftable, forever pieces for milestone moments." Use micro-stories of provenance.
• Use macro and micro influencers for different roles: macro for reach at launch, micro for authentic try-on content and UGC throughout the campaign.
• Include clear CTA variants: Book a private appointment, Shop the curated edit, Visit the pop-up today.

Phase 4 — In-Store Experience & Events

Fenwicks activation succeeded because the in-store environment and digital activity reinforced each other. For jewelry, the in-person moment is where trust and conversion are built.

Design the phygital flow:

1. Entrance magnet: eye-catching hero vignette visible from main traffic arteries. Use a neutral, luxe backdrop and dynamic lighting.
2. Test-and-try stations: sanitized testers, ring sizers, mirrored alcoves with adjustable lighting presets—daylight and evening—to show gemstones honestly.
3. QR/NFC integration: every SKU has a QR that opens its product page with certification, AR try-on, and a reserve-to-try option.
4. Appointment pods: for VIP consultations, resizing, and personalizations. Allow same-day booking via store app or in-aisle tablet.

Event roadmap (sample 7-day launch):

• Day 0: Private VIP preview for press and loyalty members.
• Day 1: Livestream with your creative director and store merch team.
• Day 2-4: Floor activations—styling sessions, engraving demos, gemstone education.
• Weekend: Pop-up trunk show and influencer meet-and-greets.

Phase 5 — Technology & Operations

Operational harmony is the unsung hero of omnichannel activations. Inventory accuracy, returns, and fast fulfillment determine ROI.

Key tech integrations:

• Shared product catalog API: ensure both brands pull the same SKU details, pricing, and stock levels in real time.
• Unified commerce platform: support BOPIS, ship-from-store, and reserve-to-try so customers can move between channels fluidly.
• POS & CRM sync: capture customer interactions (appointments, try-ons) into CRM to power follow-up and retargeting.
• Fraud & authentication: integrate certificate verification and secure payment flows—especially for high-value transactions.

Logistics and loss prevention:

• Plan secure overnight storage near the pop-up. Use tamper-evident cases and RFID tags for high-value pieces—see field logistics examples from advanced micro-fulfilment playbooks.
• Agree on return flow—whether returns are handled by the brand or the department store—and display it prominently to reduce friction.

Phase 6 — Staff Training & Selling Tools

Exceptional staff experience equals higher conversion. Train both your team and the stores floor staff.

Training modules (30-45 min each):

• Product mastery: materials, gemstones, certifications, and pricing justification.
• Soft selling: story-driven pitches for occasions and personalization upsells (engraving, resizing, lifetime care).
• Tech walk-through: AR try-on, QR product pages, POS flows for consignment vs. wholesale transactions.

In-aisle selling tools:

• 1-page cheat sheets per mini-collection with top 5 selling points and pricing tiers.
• Digital demo tablet with AR try-on and certificate links.
• Pre-set promotional scripts for staff to use during peak hours and events.

Phase 7 — Measurement & Optimization

Track the right metrics and optimize in real time. Fenwicks activation worked because it aligned reporting and shared insights.

Core KPIs:

• Footfall attribution: incremental store visits attributable to campaign (use geo-fencing and UTM tags).
• Conversion rate (in-store & online) for promoted SKUs.
• AOV change for customers who interacted with the activation.
• Sell-through rate per SKU (daily for first 2 weeks, weekly thereafter).
• Customer acquisition cost (CAC) for new customers from store channels and social campaigns.

Optimization tactics:

• Run daily sell-through and replace low-performers with reserve stock from secondary mini-collection.
• Use event retargeting: customers who booked appointments get a 24-hour follow-up offer to close.
• Shift media spend toward the highest-converting creative and placements after 72 hours.

Phase 8 — Post-Launch Amplification & Scale

A successful pilot should be turned into a playbook. Document what worked and scale thoughtfully.

Post-launch deliverables:

• Post-mortem report within 30 days: conversion, CAC, AOV, net new customers, social reach, and qualitative feedback from staff and customers.
• Refined merchandising pack: SKU list, imagery, planogram, and staff scripts for rolling out to other stores.
• Ongoing loyalty strategy: enroll customers into a joint loyalty reward (e.g., early access to new collections via the stores app).

Lessons from successful scale-ups: focus on micro-localization—adapt the curated collection and events to each stores demographic rather than copying the same playbook verbatim. Also, capture learnings from brands that turned short pop-ups into lasting neighborhood anchors: pop-up to permanent case studies are instructive.

Practical Templates & Timelines

Heres a pragmatic 12-week timeline and budget split you can use immediately.

12-Week Timeline (compressed):

1. Weeks 1-2: Partnership negotiation, goal alignment, legal terms.
2. Weeks 3-4: Product curation, planogram, certification prep.
3. Weeks 5-6: Creative production (photo, video, AR), landing page build. For compact photography and editing setups, consult tiny home studio device guides.
4. Weeks 7-8: Staff training, tech integration, logistics prep.
5. Week 9: Soft launch (VIP/press preview).
6. Week 10: Livestream launch and weekend events.
7. Weeks 11-12: Optimization, reporting, and post-mortem.

Budget split (guideline):

• 40% Creative & Production (photo, video, AR).
• 25% Paid media & influencer fees.
• 15% In-store build & fixtures.
• 10% Tech integrations & logistics.
• 10% Contingency & staffing.

Jewelry-Specific Growth Hacks (Pro Tips for 2026)

• Micro-bundles: Offer occasion-based bundles (earrings + pendant) with a small discount to increase AOV and make gifting easier—similar tactics are discussed in vendor playbooks for micro-drops and bundles.
• Virtual appraisals: Offer post-purchase virtual certification review; this increases trust and reduces returns.
• Sustainability shelf: highlight lab-grown diamonds and recycled metals in a dedicated micro-collection to capture eco-conscious buyers (a rising 2026 trend). See related eco-focused merchandising cues in eco-friendly packaging trends.
• Shoppable livestreams: Host a weekly short livestream from the store floor with limited-edition drops—these sessions have surged in conversion since late 2025. For monetization playbooks, check micro-event monetization.
• Service attach rate: promote free first-year cleaning or lifetime polishing at checkout to increase LTV and bring customers back to stores.

"Omnichannel is not a channel—it's a customer expectation."  Use every touchpoint to deliver a consistent, trustworthy jewelry experience.

Common Pitfalls & How to Avoid Them

• Over-curation: Too many SKUs dilute focus. Keep it tight and story-driven.
• Poor data sync: Real-time inventory and catalog alignment avoids disappointed customers and stockouts.
• Undertrained staff: The store experience is the conversion engine—invest in training the floor team.
• Neglecting post-purchase care: Return and care policies are part of the value proposition—make them clear and generous.

KPIs to Expect (Benchmarks for Jewelers in 2026)

Benchmarks vary by brand and store tier, but use these as realistic targets for a well-executed activation:

• Conversion uplift: +15-35% for customers exposed to both digital and in-store assets.
• AOV increase: +20-45% for customers who book consultations or attend events.
• Sell-through: 30-50% of curated SKUs in first 30 days (target aggressive restock cadence for winners).
• CAC: Lower than pure digital channels when co-funded by the department store (aim to cut CAC by 10-25%).

Final Takeaways

Fenwick and Selecteds activation shows that a department store collaboration succeeds when curation, story, technology, and operations are aligned. For jewelers, the stakes are higher—trust, certificate transparency, and the in-person try-on matter. Use this playbook to map your partnership, build a tight curated catalog, design a phygital funnel that delights, and measure with discipline.

Ready to launch your department store activation?

If you want a customizable kit that includes a 12-week timeline, SKU curation template, planogram, and staff scripts tailored to your brand, click to download or contact our jewelry retail strategy team. Lets turn your catalog into a conversion engine—one curated collection, one store, one pilot at a time.

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