AKRON, Ohio, — 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 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.
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Source: PR Newswire