Helzberg

Challenges

Helzberg was operating within a highly complex digital ecosystem, with tools and workflows that were no longer fully aligned with the company’s speed-to-market needs. Manual content processes and disconnected systems created operational risk and limited the organization’s ability to move quickly in a dynamic retail environment.  

The process for launching new products was resource-intensive and time consuming. Setting up new SKUs required multiple manual steps across systems, often extending timelines for weeks or months. In addition, digital assets were not directly integrated with the product information management (PIM) platform, making it difficult to efficiently connect imagery with product data. 

Product imagery lived across multiple locations and platforms, including shared drives and Dropbox, and was managed by several teams. Without a centralized source of truth, teams spent valuable time searching for assets and validating versions, increasing the likelihood of inconsistencies across e-commerce and retail channels. 

At the same time, external factors, like fluctuating gold prices, required the organization to remain agile. However, long lead times and manual workflows often put teams several weeks behind critical holiday planning milestones, limiting flexibility for seasonal and price-driven adjustments.

Solution

To address these challenges and create a scalable foundation for growth, Helzberg strategically deployed Bynder's digital asset management (DAM) platform as the system of record for all visual content. The DAM was connected to Salsify's product information management (PIM) system via a custom, bi-directional connector built by Gournay Consulting. This integration automatically syncs product data and assets between the two platforms to establish a single source of truth for all product content:

• Bynder: Centralizes and governs creative assets, ensuring teams and systems always access approved, up-to-date visuals.
• Salsify: Manages and enriches product information for omnichannel distribution. 

Bynder is now the home of over 80,000 digital assets for Helzberg and has become the content engine driving the delivery of assets to 11,000 unique product detail pages. Helzberg uses Bynder's CX Omnichannel to automatically transform and deliver approved assets to its e-commerce website via Salesforce Commerce Cloud (SFCC). 

With this automation in place, Helzberg’s product team is able to rely on Bynder to manage the entire image transformation and delivery process directly, eliminating the need for manual setup steps. This integrated approach improves operational efficiency and helps ensure a more consistent, high-quality customer experience.

Impact

By placing a strategically deployed DAM at the core of their content ecosystem, and integrating it with Salsify PIM, Helzberg can now bring products to market in a way that drives a best-in-class shopping experience. The integration ensures product content accuracy across every channel, directly leading to improved conversion rates and significant top-line growth.

Thanks to this partnership, Helzberg saw a 25% increase in online sales, the company’s second consecutive year of double-digit growth. Improved imagery, faster time-to-market for a larger assortment of products, and better product detail pages have also contributed to an 8% increase in average order value (AOV).

Operationally, the connected ecosystem eliminated manual bottlenecks, resulting in a dramatic reduction in new product setup time—from several weeks or months to just 2-3 weeks—and a 30% faster seasonal campaign launch process.

The elimination of repetitive manual work translated to a 50% uplift in team productivity, allowing employees to focus on strategic initiatives like test-and-learn environments and competitive analysis rather than manual, reactive work.

What's next for Helzberg?

The Helzberg team will continue to deliver an exceptional digitally-enabled experience that connects customer interactions across channels. In 2026, personalization will be a priority, supporting more relevant follow-up, tailored offers, and communication informed by customers' past purchases and what they’re likely to shop for next.