IBM Partners with Signet Jewelers on Digital Makeover to Boost Customer Experience, Online Sales

IBM and Signet Jewelers Ltd., the largest specialty retail jeweler in the U.S. and U.K., have worked together on a major e-commerce strategy and digital marketing redesign for Signet's national U.S. store chains, Kay Jewelers and Jared the Galleria of Jewelry. The initiative has transformed the multichannel experience for Kay and Jared customers and resulted in consistent sales growth, including a year-over-year increase of 49 percent in online sales as reported in the company's recently announced holiday sales for fiscal 2013.

To advance its existing multichannel retail strategy and supplement its e-commerce and information technology expertise, Signet Jewelers U.S. Division engaged consultants from IBM Global Business Services and its digital consulting and design practice, IBM Interactive. IBM and Signet U.S. collaborated to develop a unified strategy for delivering a more consistent, branded and personalized customer experience to Kay and Jared customers everywhere they shop - whether in a physical store, online or via mobile.

Key components of the multi-phased strategy include the launch of new transactional mobile sites, which enable customers to shop and purchase Kay and Jared products from their mobile phones, and a redesign of the Kay.comand Jared.com websites, which went live before the busy holiday shopping season.

The new sites combine best practices in optimized navigation and functionality, making it easier for shoppers to find, compare and purchase products online, along with new custom features that deliver a more guided, personalized shopping experience for which the company is known. For instance, shoppers can now chat live with a customer service representative, compare product details side-by-side to help determine their selection, track recently viewed items and much more.

In addition to the customer service enhancements, Signet U.S. also innovated its online credit practices, introducing first-to-market solutions for its industry. As part of this effort, new credit customers now have the ability to access payment information and existing customers can review available credit balance and account details right from the Kay and Jared sites.

"Much of Signet Jewelers' success in building Kay and Jared into two of the most trusted retail brands can be attributed to the expertise and superior customer service they deliver to create a world-class shopping experience," said Paul Papas , Smarter Commerce Global Leader, IBM Global Business Services. "In an industry known for being married to tradition, Signet Jewelers is a shining example of how bricks and mortar retailers are redefining the customer experience and embracing digital channels, like mobile and social, as part of their overall strategy to deliver personalized interactions to their customers at every touch point."

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