Case studies

March 4, 2021

Signet Jewelers and TVPage

The Power of Bringing In-Store Associates into the Online Store.

Background

Signet Jewelers is the world's largest retailer of diamond jewelry. Signet operates over 3,200 stores under the name brands of Kay Jewelers, Zales, Jared, The Galleria Of Jewelry, H.Samuel, Ernest Jones, Peoples, Piercing Pagoda, and JamesAllen.

Expressing romance and appreciation through bridal jewelry and gift giving is very important to Signet’s customers, as is self-reward. Signet believes customers associate their brands with high quality jewelry and an outstanding customer experience. Signet increases the attraction of Signet’s store brands to customers through the use of branded differentiated and exclusive merchandise, while offering a compelling value proposition in more basic ranges.

A Jared Store

The Challenge

As consumers continue to shift their buying habits online, the need for e-commerce sales strategies has now become more important than ever. eMarketer recently reported that US e-commerce sales will reach $794.5 billion in 2020, an increase of 32.4 percent year-over-year. Signet needed a way to quickly transition their in-store expertise online. However, the jewelry industry has historically been slow to adopt digital strategies. While e-commerce has always been a key focus, 2020 expedited Signet’s plans exponentially. 

Purchasing jewelry is an investment. Though the Signet brands have always provided their customers with the best experience and information possible in-store, they needed a way to bring that experience to the digital store.

The Solution

Signet runs the TVPage application on three Jewelry sites: Jared.com, Kay.com and Zales.com. On each site, in-store jewelry consultants, virtual jewelry consultants and external influencers apply to join the social commerce program. Approved applicants set up their own storefront on the brand’s website where they post shoppable videos and photos with matching product collections, and share this content out to their social media audiences. Each post generates a new landing page that is optimized for discovery in Google search. Customers engage 1:1 with the salesperson via live product demos, SMS messaging, and scheduling appointments. Approved content also appears dynamically on product pages and in cart abandonment email/SMS automations. Sales resulting from engagement with social commerce content via any of these channels generates a commission for the respective salesperson. 

A shoppable video on Kay.com where customers can engage and purchase directly from a Kay salesperson 

TVPage’s storefronts are seamlessly integrated with the SAP Commerce Cloud, enabling online stores powered by SAP technology to launch e-commerce virtual ambassador storefronts. Brands, such as Signet, using the integration can transform sales teams into ambassadors to sell online through personalized virtual storefronts using shoppable video, product collections and live events to drive new revenue, traffic and extended consumer engagement. 

About TVPage

TVPage enables shoppable content and salespeople beyond the limitations of physical stores by activating storefronts on ecommerce sites, where they post shoppable content. Salespeople drive traffic to their storefronts from their social audiences, generating new engagement and sales. Shoppable videos become discoverable on Google search. TVPage serves the entire experience, and directly reports on all sales. Salespeople earn a commission from their sales, paid directly on the app.