in September that its e-commerce business had grown 72.1% over the same period last year. Same-store sales were down 31.3% for the quarter, which was heavily impacted by store closures. Drosos said the company wants to "crack the code on why it's taken the [jewelry] category so long to move into a virtual world."
"Think about the bridal journey, for example. Often that's the most expensive purchase that a couple has ever made up to that point," Drosos said. "Having an expert to guide you through it is really important, and now that we have all of these conversational tools and we have virtual consultants ... I think we can provide that trusted relationship and expertise online in a way that just wasn't available broadly in the jewelry category before.
Customers could additionally upload a photo of any piece of jewelry to the search function of Signets' brands' websites. "In general, I would say we have been moving our portfolio more to off-mall locations," she said. "Those are often slightly larger stores and easier for customers to access."
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