AKRON, Ohio, June 9, 2020 /PRNewswire/ -- Signet Jewelers
Ltd., (NYSE: SIG), the world's largest retailer of diamond jewelry,
today announced details about how it's reimagining the jewelry
buying experience since temporarily closing stores to help stop the
spread of COVID-19. Over the last 10 weeks, the century-old company
has accelerated its transformation into a channel-agnostic
retailer, enabling store staff for the first time to serve
customers from home using technology such as chat, video, social
media and virtual by-appointment private shopping consultations.
Signet is the parent company of Kay Jewelers, Zales, Jared,
Piercing Pagoda, Peoples, H. Samuel, Ernest
Jones and digitally native Jamesallen.com.
"Since temporarily closing our stores in late March, we've
empowered our people with new and innovative technology so
they can continue their role as trusted advisors, helping
our customers celebrate special moments
and relationships," said Virginia C.
Drosos, Chief Executive Officer, Signet
Jewelers. "As we reopen more stores, customers can
choose how they'd like to engage with our store brands -
either a safe instore experience, a digital experience, or a mix of
both. This underscores Signet's commitment to reimagining
the jewelry customer experience, from education through
ownership."
Customer response has been positive, which the company
attributes to its signature, personalized customer service, as well
as the video capability when stores are open, and the availability
to shop when physical stores are closed. Signet's virtual service
is available 9 am EST to 9 pm PST,
seven days a week.
Signet's jewelry consultants across all its brands have
connected with more than 20 million customers and conducted more
than 100,000 virtual consultations since March 23, when the company temporarily closed its
North American stores. During virtual appointments, customers can
accomplish what they typically have done in a physical store – such
as, working with a Jared consultant to custom design an engagement
ring, or working with a Zales consultant to find the right pair of
one-carat diamond studs. Recognizing that a growing number of
customers are increasingly comfortable making their important
jewelry purchases online, Signet will continue to expand its
virtual consulting offerings as it reopens more stores in the
coming months. The combination is unique to help meet the needs of
the jewelry customer.
In 2018, Signet began laying the foundation to evolve its
traditional brick-and-mortar business to one that combines physical
and digital experiences. The company launched its three-year
Path to Brilliance transformation plan, with a focus on expanding
its online presence. In its fourth-quarter 2020 results, which
included the December 2019 holidays,
Signet reported the strategy was working and creating momentum,
including eCommerce growth of 15% year over year, as well as same
stores sales growth of 2.3%.
Signet reopens more stores, differently
Over the past roughly six weeks and in keeping with government
guidance, Signet has reopened nearly 1,100 stores in states
including Arizona, California
Georgia, North Carolina,
Ohio and Virginia, with the most
reopened stores in Texas and
Florida – more than 120 each.
The reopened stores have prioritized safety with social
distancing measures and rigorous new sanitizing protocols, while
preserving the heart of the company's trademark welcoming
atmosphere and service. Customers, for instance, will see
employees regularly sanitize high-touch surfaces such as glass
counters, jewelry cases and door handles. The company also
rethought the jewelry try-on experience – each time someone tries
on a piece of jewelry, an employee will use alcohol wipes to clean
the item before and after. Employees are required to wear masks
and, where appropriate, gloves.
As of June 2, more than
three-quarters of Signet's reopened stores are open to the public,
while the others are open strictly to employees who fulfill orders
using the company's new curbside pickup option.
Curbside Concierge offers safety and security, with a unique
password
In April, Signet rolled out its Curbside Concierge service as a
new pickup option for customers at most of its reopened stores. The
service is designed to be safe, convenient and secure.
Customers can book an appointment during store hours that's
convenient for them; during the booking, they'll be given a secret
password that they'll be asked to recite when they park at the
designated curbside location. An employee will greet a customer in
their car from a safe distance, confirm their identity and
password, and complete the contactless transaction by placing the
jewelry bag securely inside the customer's car. Signet expects to
expand this service as it reopens more stores.
About Signet Jewelers
Signet Jewelers Limited is the
world's largest retailer of diamond jewelry. Signet operates
approximately 3,200 stores primarily under the name brands of Kay
Jewelers, Zales, Jared, H. Samuel, Ernest
Jones, Peoples, Piercing Pagoda, and JamesAllen.com. Further
information on Signet is available at www.signetjewelers.com. See
also www.kay.com, www.zales.com, www.jared.com, www.hsamuel.co.uk,
www.ernestjones.co.uk, www.peoplesjewellers.com, www.pagoda.com,
and www.jamesallen.com.
Media:
Colleen
Rooney
Chief Communications Officer
+1 330 668 5932
colleen.rooney@signetjewelers.com
Barbara DeLollis
VP Leadership Communications
+1 301 814 3357
barbara.delollis@signetjewelers.com
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SOURCE Signet Jewelers Ltd.