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

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

Retail jeweler introduces mobile shopping, revamps websites

PR Newswire

ARMONK, N.Y. and AKRON, Ohio, Jan. 16, 2013

ARMONK, N.Y. and AKRON, Ohio, Jan. 16,2013 /PRNewswire/ -- IBM (NYSE: IBM)
and Signet Jewelers Ltd. (NYSE and LSE: SIG), 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.

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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 and 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."

"As we continue to evolve to best meet the needs of today's consumers in a
rapidly changing digital world, we have placed a priority on developing a
convenient digital eco-system that allows shoppers to easily connect with us
across all channels, all the time," said George Murray, Senior Vice President,
Marketing, Signet Jewelers U.S. Division "This focus has allowed us to create
a world-class e-commerce and mobile selling solution, and accelerate our
constant efforts to innovate the customer experience."

Behind the Redesign

Initially starting with tactical enhancements to the and
websites in late 2011, Signet U.S. launched complete redesigns of both sites
in October 2012. Signet introduced new mobile sites for each brand with
transactional capabilities in mid-November. The company has also launched a
mobile app available on iTunes and the Android Market and introduced catalogs
on the Google Catalogs app to tap into the growing population of mobile

To elevate Signet's social media presence, the company worked with IBM to
define an engagement strategy, which Signet U.S. has begun implementing by
launching a social media presence for Kay and Jared. Each brand platform is
focused on engaging consumers in the spaces that are most relevant to them,
like Facebook and Twitter, to develop and sustain relationships, build loyalty
and foster brand advocates who shop both in-store and online.

To help define Signet's e-commerce strategy and roadmap, IBM executed research
that included a customer segmentation analysis, voice of the customer surveys
and in-store observations. With deeper insights into customer needs and
distinct shopping scenarios, as well as the capabilities required to support
them online, Signet U.S. was able to deploy an integrated solution that
extends the Kay and Jared in-store shopping experience to the web and mobile

About Signet Jewelers Ltd

Signet Jewelers is the largest specialty retail jeweler in the US and UK.
Signet's US division operates more than 1,325 stores in all 50 states
primarily under the name brands of Kay Jewelers and Jared The Galleria Of
Jewelry. Signet's UK division operates more than 500 stores primarily under
the name brands of H.Samuel and Ernest Jones.  Further information on Signet
is available at See also,, and

About IBM

For more information about IBM, visit
For more information about IBM Interactive, visit
For more information about IBM Smarter Commerce, visit:

Media Contacts:
Leslie Monreal-Feil
IBM Media Relations

Kim Kanary
Signet Jewelers U.S. Division


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