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Female Media Opps: Signet Jewelers continues focusing on eCommerce during the holiday season (Score 67)

We told you about success in Q2. The company followed up in Q3 with a 9.5% increase in total sales and a 71% increase in eCommerce sales, compared to the same time period of 2019, per its recent Q3 earnings report. Execs note this success is a result of digital marketing innovation which leads to more effective targeting. It also released early holiday promotions to capture early holiday shoppers. The digital shift was not a result of the pandemic, but something the company has been working on over the last three years and it seems to have paid off. It has also incorporated data analytics to make sure it is delivering an appropriate message to its customers at the opportune time. 

Please view our digital display, national TV and podcast ad spend chart for Magellan. 

Sellers-- SJ mainly targets Gen-X and millennial women. It also targets gift-giving men, especially during the holiday season. It has decreased national TV spend across the board, and decreased digital spend for Jared and Kay. It increased digital spend for Zales and Piercing Pagoda. SJ's recent focus on digital marketing and eCommerce indicate it may be seeking to reach Gen-Zers more effectively. Sellers, the holidays are a very important time for SJ, so start reaching out ASAP for potential holiday ad dollars. 

Agency & martech readers-- We still have not seen any agency reviews since SJ hired CMO Colleen Rooney in September 2019, so keep trying to reach out to this company. You will face competition McKinney (creative for Jared).