Signet Jewelers, parent of Kay, Zales and Jared, has used Dynamic Yield for personalisation across its brands since 2021 but struggled to personalise for anonymous, first-time visitors, according to a Mastercard case study. Because quality jewellery is a luxury purchase that customers rarely make on a first visit, a strong first impression matters for winning repeat visits.
Signet turned to geo-based predictive targeting from Element, part of Dynamic Yield's offering within Mastercard's Experience OS. Element uses Mastercard AI models drawing on aggregated, anonymised insights from 175 billion transactions to predict spending behaviour from the historical and projected spend of consumers in a visitor's zip code, with audiences such as high spenders on apparel and accessories, beauty and personal care, or luxury products.
Signet ran four tests. A luxury-travel homepage lifted overall website AOV by 3.20%, conversion by 2.43% and revenue per user by 5.71%; among variant users who interacted with the destinations shown, AOV rose 67.65%, conversion 96.72% and revenue per user 229.80% against the default experience. Luxury callouts on product-list pages, shown to known high spenders and predicted luxury spenders, raised AOV by 49.6% and revenue per user by 51.2% and cut bounce rate by 5.0%. Luxury videos on product-list pages raised the collection's click-through rate from 1% to 47% but produced no significant AOV or conversion gains. A sustainability hero promoting lab-created diamonds on the engagement-ring page, shown to audiences with a history of sustainable-product spending, delivered an 88.6% increase in conversion, 147.2% in revenue per visitor and 18.2% in AOV, with an 11.4% click-through rate.
Mastercard attributes the results to "both the accuracy of Mastercard's predictive spend insights and the ingenuity of Signet's personalization and experimentation team."
Details
- City
- Akron
- Organization
- Signet Jewelers
- Continent
- North America
- Country