Zale and TheKnot.com agree to a marketing partnership
Specialty jewelry retailer Zale Corp. has agreed to market its products through a multi-channel strategy with online retailer and wedding services provider The Knot Inc., the companies said today.
In a program due to launch in mid-October, Zale will market products from its three brands—Zales Jewelers, Gordon’s Jewelers and Bailey Banks & Biddle Fine Jewelers—through The Knot’s TheKnot.com and its national and local print magazines. Images of Zale products viewed on TheKnot.com will provide links to the pertinent Zale web site and, where appropriate, the locations of stores.
“Our partnership with The Knot gives us the ability to increase our online presence and expand our bridal business through the establishment of new customer relationships,” said Bernard Sensale, Zale’s senior vice president of marketing.
Zale’s products will also appear in TheKnot.com’s recently launched Knot TV streaming video service, which features actual couples in their efforts to shop for wedding jewelry.
In addition, Zale’s will feature its products in TheKnot.com’s ring search tool, online banner ads and e-mail campaigns to more than 1 million registered TheKnot.com members.
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