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Signet Group | Company Profile, Marketing Contacts, Media Spend, Brands

Signet Group is a specialty retail jeweler. The group focuses on the middle mass jewelry segment, however certain brands are targeted at the upper middle market.

Main Telephone 0121 697 7400
Main Fax 020 7734 1452
Primary Address
Imperial Place 3
Maxwell Road
Borehamwood, Hertfordshire WD6 1NJ

Signet Group Contacts

Contacts (5)
Name Title City
Sarah M. Commercial Director Hertfordshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 0121 697 7400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Imperial Place 3
Maxwell Road
Borehamwood, Hertfordshire

Emma H. Executive Director - UK Hertfordshire
Nadia I. Visual Merchandising Manager Hertfordshire
Elliott J. Head, eCommerce & Multi Channel - H. Samuel & Ernest Jones Hertfordshire
Sue C. Head, Customer Experience Hertfordshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Ernest Jones Range *******
Precious Platinum Jewellery Range *
Signet Group *
H Samuel *******

Agency Relationships

Brand Agency Service From To
****** ***** ****** ****** Creative 2016 present
****** ***** *** ** Media Buying, Media Planning unknown present

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Q4 TV, Digital Opps: Signet plans new creative for festive gifting season

Subject: TV, Digital, Millennials, Males, Online, Martech, Experiential. 

Company:  largest specialty jewelry retailer in the US, UK and Canada.  Brands you know include Jared, Kay, H.Samuel, Zales, Leslie Davis and Ernest Jones.

Opportunity: Signet is currently planning brand-new TV creative, supported by radio pushes, for the festive season, so sellers should be all over this opportunity. 

This comes after total UK sales declined 1.7%, however same store sales increased 3.4%, driven by strong sales of diamond jewellery and prestige watches increasing during Q1 of fiscal year 2017. 

Signet tapped OMD UK handles media planning and buying. 

CEO Mark Light told investors earlier this year that the group has to spend more in millennial-focused marketing as they are “easily deterred to spending that discretionary income elsewhere,” when the option of using jewellery to express love and emotion isn't heavily advertised to them.  The company's marketing strategy incorporates in-store displays, social and experiential marketing, but they need to use more digital to appeal to male gifters on any gifting occasion, especially Christmas. 

Additional Information

The following was originally published on 20 Apr

Customer Segmentation: According to the latest 10-K, customer segmentation data has resulted in five distinct customer identities:

(1) The “Sentimentalist” – a seeker of high-quality, timeless jewelry that evokes sentimental value;
(2) The “Gifter” – a customer that is not highly knowledgeable of jewelry but purchases for others;
(3) The “Influencer” – a customer that uses jewelry to show status and is knowledgeable of brands. This customer focuses on self-purchase and gifting;
(4) The “Stylish Shopper” – a customer that wears jewelry often and considers it an essential aspect of fashion; and 
(5) The “Practical Shopper” – a customer that focuses on inexpensive, everyday jewelry.

Competitors:  Tiffany & Co., Harry Winston, Gucci, Cartier and David Yurman.

Digital Breakdown: Zales ran 23 standard display and two video ads last year in the UK, pretty much all of them ran in November and December. Almost all ads used programmatic and there was a total of 29 destinations, with top ones on home and garden and shopping destinations, targeting women, hoping they’d add this to their christmas list. The video ads ran during the summer, between July and August on news publishers, mainly, likely targeting the male gifter.

Ernest Jones ran six standard ads with six publishers (24% publisher-direct). Top publishers included, and 

Jared ran five standard display ads with three publishers, 33% mobile. All ran on male-focused destinations. 

Signet Group
Hunters Road, Hockley B, Birmingham, London, B19 1DS, 0121 697 7400

Ms Kim Priest
Marketing Controller, Signet

Ms. Amy Kingsley
Marketing - H.Samuel, Ernest Jones & Leslie Davis

Mr. Seb Hobbs
Managing Director - UK Division