Billion-dollar jewelry brand Kendra Scott operates 108 stores across the U.S., which in normal times renders it a retail powerhouse.
But in the era of COVID-19, retailers with huge retail footprints can be especially vulnerable to the business-quashing effects of rolling store closures.
Yet, the Austin, Texas–based brand is having a very good year, revenue-wise. When the pandemic hit, the privately owned company, which has become a ubiquitous presence in top-tier shopping centers over the past decade, pivoted to promoting its already popular website—and worked quickly to develop a slate of tech-based tools in its stores that result in easier and safer shopping experiences.
The quick changes have been paying off. Kendra Scott chief marketing officer Mindy Perry tells JCK that the company saw a significant increase in e-comm traffic, both year-over-year and heading into the Black Friday sales period.
That physical store sales have been holding steady is thanks to the company’s ability to marry new technology with old-fashioned clienteling, Perry says, noting, “We’re using technology in interesting ways to expedite wait times, and offering additional services to continue to surprise and delight shoppers.”
Since March, Kendra Scott has implemented ship-from-store services and curbside pickup at stores. In its home state of Texas, it’s also partnered with delivery service Favor to offer one-hour delivery to customers from all retail locations. In essence, Perry says, “we transformed our stores into mini distribution centers.”
All 108 Kendra Scott stores are outfitted with automated capacity monitoring, which also includes heat mapping to inform merchandising strategy.
And the company recently introduced its Virtual Queuing Program, a website-based tool that lets customers hold their place in line at a store. Shoppers can “check in” with locations that are at foot traffic capacity, then either stand socially distanced outside the store, or shop elsewhere while the store holds their place in line. The tool also lets consumers quickly locate the products on their wish list once they do enter the store. And, if they already know what they want, associates can complete the transaction outside the store, eliminating the need to wait inside.
“The goal of this program is not only to reduce wait time, but also to cut down the in-store dwell time,” says Perry, “allowing us to deliver the highest standard of service possible during our busiest season. It’s all about making the holiday shopping experience easier than ever.”
Store staffers have also been focusing on one-on-one clienteling. Says Perry, “One of the special things we did as we closed stores was to call customers to check in with them and let them know we were thinking about them and their families. We let folks know of our virtual store experiences as well as connected with them to see if there were any people or causes that we could support through [charitable] Kendra Gives Back events.”
Perry says jewelry that can be personalized has been selling strongly this year. “We knew personalization and customization was going to be more important than ever—in a year when people may not be in person in the way they’re used to, we knew that everyone would want their gifts to feel extra special,” she says.
Kendra Scott has been offering customizable options for years via the retailer’s interactive Color Bar, but this year the company took personalization a step further by rolling out engravable sterling silver and 18k gold vermeil pieces online and in select stores.
When asked why she felt jewelry in general has been a particularly resilient category during the pandemic, Perry says, “Even though jewelry isn’t something that you need, it acts like a talisman that sparks happy memories, which is especially important during what’s been a difficult year for us all. And don’t forget Zoom—jewelry is an easy and quick way to elevate the ordinary so you’re always camera-ready, even if you’re wearing a sweatshirt!”
Top: A mix and match Color Bar inside a Kendra Scott store (all photos courtesy of Kendra Scott)
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