Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Posts Tagged ‘mobile commerce

Every Kiss Begins With Kay

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Kay Jewelers

IBM and Signet Jewelers Ltd., the largest specialty retail jeweler in the U.S. and U.K., have worked together on a major e-commerce strategy and digital marketing redesign for Signet’s national U.S. store chains, Kay Jewelers and Jared, the Galleria of Jewelry.

This week the retail gurus of the world have been hobnobbing at the Jacob Javitts center in New York City as part of the National Retail Federation’s annual gathering.

So I thought it an appropriate opportunity to highlight a retail partnership between IBM and Signet Jewelers Ltd., the largest specialty retail jeweler in the U.S. and U.K..

IBM and Signet have worked together on a major e-commerce strategy and digital marketing redesign for Signet’s national U.S. store chains, Kay Jewelers and Jared the Galleria of Jewelry.

Building A Multichannel Strategy 

The initiative has transformed the multichannel experience for Kay and Jared customers and resulted in consistent sales growth, including a year-over-year increase of 49 percent in online sales as reported in the company’s recently announced holiday sales for fiscal 2013.

To advance its existing multichannel retail strategy and supplement its e-commerce and information technology expertise, Signet Jewelers U.S. Division engaged consultants from IBM Global Business Services and its digital consulting and design practice, IBM Interactive.

IBM and Signet U.S. collaborated to develop a unified strategy for delivering a more consistent, branded and personalized customer experience to Kay and Jared customers everywhere they shop — whether in a physical store, online or via mobile.

Key components of the multi-phased strategy include the launch of new transactional mobile sites, which enable customers to shop and purchase Kay and Jared products from their mobile phones, and a redesign of the Kay.com and Jared.com websites, which went live before the busy holiday shopping season.

The new sites combine best practices in optimized navigation and functionality, making it easier for shoppers to find, compare and purchase products online, along with new custom features that deliver a more guided, personalized shopping experience for which the company is known.

For instance, shoppers can now chat live with a customer service representative, compare product details side-by-side to help determine their selection, track recently viewed items and much more.

Mi amigo Paul Papas, IBM’s Smarter Commerce Global Leader for Global Business Services, had this to say about the partnership:

“Much of Signet Jeweler’s success in building Kay and Jared into two of the most trusted retail brands can be attributed to the expertise and superior customer service they deliver to create a world-class shopping experience. In an industry known for being married to tradition, Signet Jewelers is a shining example of how bricks and mortar retailers are redefining the customer experience and embracing digital channels, like mobile and social, as part of their overall strategy to deliver personalized interactions to their customers at every touch point.”

Behind the Redesign 

Initially starting with tactical enhancements to the Kay.com and Jared.com websites in late 2011, Signet U.S. launched complete redesigns of both sites in October 2012.

Signet introduced new mobile sites for each brand with transactional capabilities in mid-November.

The company has also launched a mobile app available on iTunes and the Android Market and introduced catalogs on the Google Catalogs app to tap into the growing population of mobile shoppers.

To elevate Signet’s social media presence, the company worked with IBM to define an engagement strategy, which Signet U.S. has begun implementing by launching a social media presence for Kay and Jared.

Each brand platform is focused on engaging consumers in the spaces that are most relevant to them, like Facebook and Twitter, to develop and sustain relationships, build loyalty and foster brand advocates who shop both in-store and online.

To help define Signet’s e-commerce strategy and roadmap, IBM executed research that included a customer segmentation analysis, voice of the customer surveys and in-store observations.

With deeper insights into customer needs and distinct shopping scenarios, as well as the capabilities required to support them online, Signet U.S. was able to deploy an integrated solution that extends the Kay and Jared in-store shopping experience to the web and mobile platforms.

About Signet Jewelers Ltd

Signet Jewelers is the largest specialty retail jeweler in the US and UK.  Signet’s US division operates more than 1,325 stores in all 50 states primarily under the name brands of Kay Jewelers and Jared The Galleria Of Jewelry.  Signet’s UK division operates more than 500 stores primarily under the name brands of H.Samuel and Ernest Jones.

Go here for more information about IBM Smarter Commerce and here for more information in specific about IBM’s Retail expertise.

Live @ IBM Smarter Commerce Global Summit Madrid: A Q&A With Mobile Startup Deja Mi CEO Justin Miller

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The great thing about IBM events — other than the food and the building locations out in the middle of nowhere — are the exceptional people you meet.

Scott Laningham and I have been milling about, keeping an eye out for “smarter” folks (smarter than us, anyway) to chat with here in Madrid, and we found one in the form of one of our partners right here on the ground: Raleigh, NC-based Deja Mi, whose co-founder and CEO, Justin Miller, is here helping promote his mobile photo geolocation service as another way of conducting “Smarter Commerce.”

If you haven’t seen or heard of Deja Mi yet, believe me, you will.  As Justin expressed it, they’re a mashup of one part Foursquare and one part Instagram — yeah, that little smartphone picture company Facebook just picked up for a cool billion dollars (You remember that line from “The Social Network,” where Napster co-founder Sean Parker tells Mark Zuckerberg that it’s a billion dollars, not a million, that’s cool!?)

Anyhow, Deja Mi takes the smartphone photography app one step further.

Let me set the scene: You’re in a location, your smartphone knows where you are, Deja Mi knows where you are, and suddenly, a shared experience in the real world becomes a shared experience through a photostream.

As I indicated to Justin in our interview and as the light bulbs went off (I’m slow that way, so sometimes it takes me awhile), Deja Mi is word of mouth being replaced by “picture of mouth.”

Or was that “word of eye?”

In any case, download it at the Apple App store or Google’s Play store to a mobile near you soon.

You don’t want to be the last one on this particular mobile phone bandwagon!

Pickpocketing My Google Wallet

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So are you seeing a theme here yet?

Yesterday, we heard about how three of the nation’s four largest banks are about to launch a system called “ClearXchange,” which will let customers transfer money from their checking accounts using a mobile number or email.

Today, Google pulls out its Google Wallet, an application that will make your phone your wallet.

But I already have a wallet, you say, why would I need a digital one?

Because, says Google in its introductory blog post, it will make life easier for you to pay for things and to save on goods you want and give merchants more ways to offer coupons and loyalty programs to their customers!

That’s why!  So take the dang wallet, will ya?!

Google Wallet, of course, will be bundled with Google’s social group buying attack dog, Google Offers.

It runs over NFC (available on Google Nexus S 4G from Sprint today, but coming to other mobile phones near you soon), and because it will work with MasterCard’s PayPass systems, it will have over 300K merchants on board in the trial that starts later this year in select major cities.

I’ve blogged  previously of the “MoSoLo” movement — well, this here’s some gas for the fire (“Mobile,” “Social,” “Local”), cause I think mobile commerce just got a major flamethrower thrown into the mix.

Wah wah wah,” peeps will cry in their best Charlie Brown adult voices, “It isn’t perfect. It isn’t secure. It isn’t Apple!”

Exactly.  And it will probably also be good enough.

Good enough to get this MoSoLo party started where the nexus of social and mobile and local come together to help us find and buy stuff, at the point of purchase, without dinero in our hands or a credit card.

Sarah Perez over at RWW lets slip the dirty little secret: “You don’t have to be a Citi card holder to try it out.”

But it sure helps.

Even if it were completely exclusive, sounds like to me a brilliant move on Citi’s part to find itself some new customers!

Can’t be havin’ all those other credit card and iPhone users be doin’ deals when Google can have itself a mobile-opoly!

And anyway, as Perez explains, this is all about mobile advertising, where Google will be able to “track transactions all the way through from the first time a user clicks on an ad in Google’s search results to the time of checkout at the point-of-sale.”

Unicorns for everybody!  M0-commerce, Nirvana!?

Or, depending on your POV, “How very Minority Report.”

Funny!

Just so long as the billboard eyes don’t follow my every move!

Nope, serially, you non-Citi-ites can get a free virtual card which you can load up with dinero from any account, and Google’s even giving away ten bucks for free to help kick-start your personal mobile shopping party in the aisles.

As for my poor iPhone 4, she’s feeling so left out of this Google Wallet party…I may just have to take her to do some shopping…at a real world Best Buy!

Written by turbotodd

May 26, 2011 at 9:34 pm

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