+105% growth at Veerman Juwelen through smart clearance sales

Veerman Juwelen has been a household name in the region for decades. As a specialist in jewellery and watches, the jeweller is renowned for quality and personalised service. To continue to uphold these values, a refurbishment of the shop was planned. But what do you do with your stock? Bargain prices? Too costly. More sales channels? Takes too long. To clear the shop floor in time, we therefore gave a classic concept a fresh new look. A traditional clearance sale bolstered by an online presence, without compromising on set turnover targets.

Objectives

The aim of the campaign was crystal clear: the shop floor must be cleared before the refurbishment begins in September 2025. To avoid driving up costs excessively or minimising margins, we set two additional conditions for this.

The shop stock must be cleared before the refurbishment begins (September 2025)
Turnover must be maintained
The marketing expenditure ratio must not exceed the level recorded in 2024

Our approach

Together, we developed a digital version of the traditional clearance sale. Using a tightly structured funnel, we worked in three phases:

1. Lead generation

Even before a single product went on sale, we wanted to reach a relevant audience who would hear about the upcoming sale. Through social , advertising and Meta lead forms, we collected email addresses at a surprisingly low cost. The promise of exclusive early access gave interested parties a reason to sign up. As a result, we already had a warm list of leads ready by the time the sale began.

2. Exclusive pre-sale

The leads we gathered were given access to the first deals five days earlier. Through tightly timed email campaigns, we capitalised on a sense of urgency and scarcity: once they’re gone, they’re gone. The result was high engagement and conversion rates. This phase ultimately accounted for almost a third of the total turnover from the campaign period!

3. Big sale

After that, the floodgates opened. Using Google Ads (Performance Max), search, social and email, we attracted a broad audience. Dynamic messages showed which products were still in stock. If something was sold out, an alternative with a discount code was offered straight away, so that the customer’s intention to buy wasn’t lost. We also cleverly linked the online campaigns to the physical shop: the same code worked at the till too.

105%

Growth in turnover compared with last year

18%

Lower marketing costs

Average campaign ROAS

Result

The approach proved to be a resounding success. A large proportion of the stock was sold within the set timeframe, just in time for the refurbishment. Turnover grew by 105 per cent compared with the previous year, and the Return on Ad Spend stood at an impressive 31.8. The cost side also showed strong figures: marketing costs fell by 17.5 per cent compared with the previous year. Most striking, however, was the combination of online and offline success. Whilst the online shop was breaking records, the physical shop was also operating at full capacity.

The success lay not only in the strategy, but also in the collaboration. Veerman kept track of stock in real time and provided input on popular product groups. We fine-tuned the campaigns on a daily basis and ensured that every euro delivered a return. Thanks to these short lines of communication, a traditional clearance sale was transformed into a digital growth engine.

Want to grow together?

Curious to find out how we can help your business grow with targeted online marketing campaigns? Do you want to generate more leads and increase your brand awareness? Our experienced team is ready to help you!

Get in touch