Signet Jewelers is the world’s largest diamond jewellery retail group. Their two UK brands, H. Samuel and Ernest Jones, are market leaders in physical and online retail, with over 480 stores combined and a scaled-up ecommerce operation. 

But with scale comes pressure. To grow fast, deliver standout experiences, and protect margin in a market that often pushes retailers into mass discounting and overly pushy sales tactics. Signet’s UK-based team wanted to do something impactful without compromising their all-important customer experience.

Working with Made With Intent, the UK team quickly introduced real-time, intent-first experiences across the Ernest Jones and H Samuel sites. The results? A complete shift in mindset, faster execution despite limited resource, and a return of 4% additional, intent-attributed revenue.

“Made With Intent gives us the context we never had. We’ve shifted from blanket experiences to meaningful ones that meet the moment. It’s changing our mindset as a business.”
Meera Roy, Head of Product, Signet Jewelers

Meera Roy leads digital product for Signet UK. Each and every day, she shapes how their sites balance customer needs with trading needs. She champions customer-led innovation across teams, so it’s only natural she takes the lead on all things visitor intent. We caught up with her to learn more about the first 12 months of the group’s Made With Intent journey.

Signet UK Without Intent

“We had great analytics from Google and Adobe, but they couldn’t tell us what was going on beneath the surface. We knew what was happening. But not why. And definitely not what to do about it.”
Meera Roy, Head of Product, Signet Jewelers

Before Made With Intent, Signet’s ecommerce strategy relied solely on broad tactics, top-level KPIs, and pressure to deliver short-term trading wins. Their tools told them what happened (things like traffic, conversion, AOV) but never why. Experiments were also demanding on limited resources, and were slow as a result. 

This combination meant the Signet team often had to default to generic, short-term actions to improve trading. To turn up typical tactics like blanket discounting. And while it wasn’t through a lack of thought for their considered purchase journey, they had to overlook the context of the visitor and longer-term LTV.

“We were also stuck with blanket activity. When something underperformed, the answer was always 'give everyone a discount'. That just kills margin.”
Meera Roy, Head of Product, Signet Jewelers

While the broader strategy and KPIs wouldn’t completely change any time soon, Meera and the team knew their approach could be better. That mass promotional activity could only take them so far. 

They wanted to explore a move from blanket responses to only targeting those who needed a nudge. To start acting on real context, not assumptions. They approached Made With Intent to start this shift.

“Before Intent, we’d run A/B tests with no context. We had no idea who we were targeting. It was just blanket activity. Our data layer couldn’t support anything more.”
Meera Roy, Head of Product, Signet Jewelers

Signet UK With Intent

“Intent doesn’t just show you what happened. It shows you what matters. And what to do about it.”
Meera Roy, Head of Product, Signet Jewelers

By implementing Made With Intent, the Signet UK team unlocked the ability to identify and respond to the intent of every site visitor. Not through the proxy of past actions or visited pages, but via real-time predictions about their in-session behaviour. 

Real-time intent meant they could target abandoning high-intent visitors with unique discounts (and no one else). They could support hesitant shoppers with save-for-later prompts, or guide early-stage browsers to filter tools on mobile. They could also boost basket conversions with real-time, context-aware social proof. 

“We’re not fast fashion. It’s an emotional purchase. Intent helps us bring that personal connection into digital.”
Meera Roy, Head of Product, Signet Jewelers

These experiences weren’t conceptual, or just about improving CX. The use of intent was about unlocking new commercial performance, quickly. The first significant test delivered immediate gains and changed how they planned promotions going forward. From there, the Signet UK team delivered targeted plays that made a tangible difference.

When it came to execution, Made With Intent didn’t just slot into Signet’s existing tech. It helped them get more out of it. The deep integration with Bloomreach meant Engagement experiences could be triggered with new real-time targeting without disrupting flows or requiring new ways of working. And with performance and segment reporting built in, the team could prioritise where to act next.

“Made With Intent’s portal is simple, but powerful. It surfaces context that helps us prioritise and act fast.”
Meera Roy, Head of Product, Signet Jewelers

Discounts With Intent

Signet UK moved from pushing blanket offers by default to only targeting Intent Segments in later Intent Stages. They combined these with real-time abandonment Intent Signals, like backtracking at checkout, and Intent Predictions, particularly visitors who were unlikely to come back to the site in the near future, to trigger in-session discounts. 

No waiting to send abandon cart emails. No margin leaks from giving discounts to people who would have paid full price. Just smart targeting that regularly adds incremental revenue while protecting margin. With targeting parameters that can also be dialled up or down depending on trading needs. You can learn more about Discounting With Intent here.

“We used to capture emails, then send a discount. Now we show it in session to people about to leave. That made a huge difference. It’s always on now.”
Meera Roy, Head of Product, Signet Jewelers

Discovery With Intent

The Signet UK team also used intent to help keep early-stage shoppers moving. When visitors in earlier Intent Stages, such as Engage or Build, showed signs of hesitation, they were nudged toward helpful tools like filters (read the full filter play here) or Save for Later functionality (read about this wishlisting play here). 

For Ernest Jones in particular, the team surfaced softer interventions and calls to action, adding engagement and impact without adding inappropriate pressure. While not directly selling, they cut bounce rates, gave visitors a reason to come back and led to an up to 15% increase in conversion rate.

“Before, we could only personalise in more meaningful ways if a visitor was logged in. Now, we can tailor experiences for every anonymous visitor.”
Meera Roy, Head of Product, Signet Jewelers

Features With Intent

Meera and the team wanted to do something about basket backtracking. Without Intent, every visitor to the basket received the same experience, regardless of any hesitation. Signet could only react once a visitor had gone back to a PDP or to re-check delivery. But with Intent, they could identify struggling or abandoning Intent Signals, indicators of backtracking behaviours, in real-time.

The team created a custom segment to target these Intent Signals in basket. They then created adaptive experiences to respond with reassurance through different types of social proof before backtracking could happen. This increased conversion rate with the target segment by 25%, without adding distraction or undue pressure to those who didn’t need it. You can read the full basket backtracking play here.

“We now have the confidence to be specific. To say: only show this to the 5% who need it. That’s changed how we work. It gives us leverage in trading meetings.”
Meera Roy, Head of Product, Signet Jewelers

And that’s just onsite. Following the success of the UX and Product teams, Signet UK’s CRM team applied the same intelligence to their email strategy. Already set up within Bloomreach, they simply added Intent Stages to customer profiles so they could trigger campaigns based on where each shopper was in their buying journey.

They moved beyond standard abandon or page-view triggers to targeting customers' buying stages. When combined with Intent Affinities for specific categories, such as engagement rings, the team could now send messages that matched the moment. 

Those still researching received educational content like ring guides, while those closer to purchase were nudged with tailored offers. While there’s more to come, these early experiments saw up to a 140% uplift in click-through rates, and increased influence to purchase by over 90%.

“We used to do one-size-fits-all emails. Now we match message to mindset. That shift came directly from using intent segments.”
Meera Roy, Head of Product, Signet Jewelers

While most ecommerce teams are still grappling with login-based personalisation or static testing, Signet UK’s lean team are able to act on real-time intent at scale. And this isn’t just down to the product. It came from close collaboration. The Made With Intent team worked with Meera and the business to quickly turn ideas into live experiences.

“We’ve really seen the value of working with your team. Whether in ideas, unlocking Bloomreach or turning around campaigns, Made With Intent’s support enabled us to be flexible in ways we couldn’t be on our own.”
Meera Roy, Head of Product, Signet Jewelers

The Impact

“Intent gives us the confidence to be brave. To be specific. To test experiences with just the right people.”
Meera Roy, Head of Product, Signet Jewelers

In the first 12 months, Signet UK used Made With Intent to:

• Drive 4% additional, attributed revenue
• Create a new culture of intent-based experience design
• Speed up testing and rollout, despite limited resource

“We’ve already shifted how our trading, CRM and product teams think. And now the US teams are using it too. We’re all speaking the same language.”
Meera Roy, Head of Product, Signet Jewelers

Now the Signet team understand the data and have optimised key existing tactics, they are moving along our maturity scale. That means scaling intent-first journeys across more categories, more segments, and now across more regions. 

It also means further strategic experimentation, adjusting campaigns based on demand or trade needs, and validating in-page capabilities. And with Signet’s US team now adopting Made With Intent for leading brands like Zales, the strategic potential has gone global.

“We’re just scratching the surface. Intent helps us move fast, personalise properly, and prove what works. It’s a mindset shift. And it’s just the beginning.”
Meera Roy, Head of Product, Signet Jewelers

Want to see what new growth real-time intent could unlock for your team? Get a personal demo of Made With Intent today.