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Did you know?

The word ‘carat’ dates back to the ancient Middle East when diamond merchants used ‘carob’ seeds as balances on their scales.

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US competitive strengths

 Competitive Strengths

Store operations and human resources

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

Merchandising

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

Marketing

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

Real estate

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

Customer finance

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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