IBM and Signet Jewelers Ltd. recently announced a collaboration on an e-commerce strategy and digital marketing redesign for Signet's national U.S. store chains, Kay Jewelers and Jared the Galleria of Jewelry.

The initiative 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.

As part of the multichannel strategy, Signet Jewelers U.S. Division engaged consultants from IBM Global Business Services and its digital consulting and design practice, IBM Interactive. The companies developed a unified strategy for delivering branded and personalized customer experience to Kay and Jared customers everywhere they shop — whether in a physical store, online or via mobile, the announcement said.

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

"As we continue to evolve to best meet the needs of today's consumers in a rapidly changing digital world, we have placed a priority on developing a convenient digital eco-system that allows shoppers to easily connect with us across all channels, all the time," said George Murray, SVP of marketing at Signet Jewelers U.S. Division "This focus has allowed us to create a world-class e-commerce and mobile selling solution, and accelerate our constant efforts to innovate the customer experience."

Read more about multichannel retailing.

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