Signet Jewelers Sees 88% Conversion Lift from Personalization | Mastercard US

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Signet Jewelers Sees 88% Conversion Lift from Personalization | Mastercard US

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Signet Jewelers, the world's largest retailer of diamond jewelry and parent of Kay Jewelers, Zales, Jared and other household-name brands, deployed Mastercard's Dynamic Yield Element — an AI capability trained on aggregated insights from 175 billion Mastercard transactions — to personalise the shopping experience for anonymous, first-time visitors on the Signet sites, lifting AOV by up to 67.65%, conversion by up to 96.72% and revenue per user by up to 229.80% in targeted cohorts. The Mastercard report frames the win as the result of combining 'the accuracy of Mastercard's predictive spend insights and the ingenuity of Signet's personalisation and experimentation team.' For the sustainable-products campaign, the variation delivered a +88.6% boost in conversion rate, a +147.2% uplift in revenue per visitor and an +18.2% increase in AOV, with a 11.4% click-through rate on the sustainability hero. Signet had built a strong personalisation programme since 2021 on Dynamic Yield, but the long-standing challenge — 'how do you personalise effectively for an anonymous, first-time visitor?' — persisted. Quality jewelry is a luxury item and customers often don't purchase on the first visit, so sticky first impressions are essential to secure repeat visits and conversion. Signet built its personalisation foundation on Dynamic Yield from 2021 onwards, then layered Mastercard's Predictive Spend Insights via Element to unlock first-touch personalisation. The four campaigns described in the case study were launched sequentially: a luxury-travel homepage test, a product-list-page (PLP) luxury callout, a PLP video test, and a sustainable-products PLP test targeted at audiences predicted to spend on sustainability. Element is an exclusive offering in Mastercard's Experience OS, activating Mastercard's AI models trained on aggregated, anonymised spend insights from 175 billion transactions to predict consumer spending behaviour based on customers' historical and projected spend within their zip code. For Signet, the platform fed the same Dynamic Yield personalisation infrastructure it already used, but with zip-code-level predictive audiences for first-time anonymous visitors. Multiple targeting options (Apparel & Accessories, Beauty & Personal Care, Luxury products, Sustainability) let the Signet team anchor campaigns on strong contextual hypotheses. The luxury-travel homepage test delivered +67.65% AOV, +96.72% conversion and +229.80% revenue per user among variant users. The PLP luxury callout lifted AOV by 49.6% and revenue per user by 51.2% with a 5.0% drop in bounce rate. The PLP video test raised the luxury collection click-through rate from 1% to 47%. The sustainability hero on the engagement-ring PLP delivered +88.6% conversion, +147.2% revenue per visitor and +18.2% AOV at an 11.4% CTR. Signet plans to keep expanding the framework beyond luxury — branching into new categories informed by Mastercard's models — and to iterate on PLP video personalisation and sustainability-themed creative, with the goal of making personalised, sticky first impressions the default for anonymous first-time visitors across all its brands.