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Store operations and human resources | The ability of the sales associate to explain the merchandise and its value is essential to most jewelry purchases - Centrally prepared training schedules and materials are used by all stores and help ensure a consistently high level of customer service
- All store managers are required to be trained diamontologists, so as to provide expert knowledge to customers
- The US division employs over 5,000 trained diamontologists, about 17% of all those awarded this qualification by the Diamond Council of America since 1998
- Measurable daily store standards provide staff with clear performance targets
- Each store receives a monthly customer experience report helping to identify opportunities to improve customer service
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Merchandising | Offering the consumer greater value and selection - Leading supply chain capability among middle market specialty jewelers provides better value to the customer
- Each store is merchandised on an individual basis so as to provide appropriate selection
- Highly responsive demand-driven merchandise systems enable swifter response to changes in customer behavior
- 24 hour re-supply capability means items wanted by customers are more likely to be in stock
- In fiscal 2010, about 20% of merchandise sales accounted for by differentiated ranges
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Marketing | Leading brands in middle market sector - Largest marketing budget in specialty jewelry sector, based on publically available data, allowing more advertisement impressions than competitors
- Kay and Jared are able to achieve leverage through national television advertising
- A proprietry marketing database of 26 million names provides significant opportunities for customer relationship marketing
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Real estate | Well designed stores in primary locations with high visibility and traffic flows - Strict real estate criteria consistently applied over time has resulted in a high-quality store base
- Well tested formats and locations reduce the risk of investing in new stores
- The division’s high store productivity and financial strength make Signet an attractive tenant for landlords
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Customer finance | Ability to facilitate customer transactions - About 53% of sales utilize financing provided by Signet
- Dedicated, proprietary credit underwriting standards more accurately reflect Signet’s customer than those used by a typical third party scorecard
- Manage the provision of customer finance in the context of the US business rather than by a third party’s priorities
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