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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 1,317 store managers are required to be certified diamontologists, so as to provide expert knowledge to customers.
- The US division employs almost 5,000 certified diamontologists.
- Measurable daily store standards provide sales associates 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.
- Assists in the creation of branded differentiated and exclusive merchandise.
- 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 available in inventory.
- In Fiscal 2011, about 22% of merchandise sales were accounted for by branded differentiated and exclusive ranges.
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Marketing | Leading brands in middle market sector - Largest marketing budget in specialty jewelry sector, based on publicly available data, allowing more television advertising impressions than competitors, driving brand awareness and purchase intent.
- Kay and Jared are able to achieve marketing leverage through national television advertising.
- Ability to drive customer awareness of branded merchandise by advertising on national television as part of the Kay and Jared marketing programs.
- A proprietary marketing database of nearly 27 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 54% 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.
- Focus on facilitating the sale of jewelry reflected in low average outstanding balance and fast collection rates.
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