US-based specialty jewellery retailer Signet Jewelers has extended its partnership with Conversant and its parent company Epsilon for digital marketing and data services.

This agreement is an extension of the retailer’s current agreement with Alliance Data’s card services business signed last year.

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As part of the agreement, both companies will enable Signet to analyse, activate and measure digital advertising.

Leveraging Conversant’s Mesobase digital marketing platform, the retailer will enhance its consumer data and extend its marketing programmes across all channels.

The platform will also allow the retailer to analyse moments of customer interest by offering a single view of their shopping choices. This will help the company to take appropriate decisions for marketing and analytic efforts.

“Mesobase is a key tool that will enable our data science and marketing teams to transform the way Signet approaches its Customer First strategy.”

Signet Jewelers retail analytics SVP Todd Birchenough said: “As an anonymous yet fully transparent platform, Mesobase is a key tool that will enable our data science and marketing teams to transform the way Signet approaches its Customer First strategy.

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“This latest digital technology will enable Signet to engage with customers at each step in their purchase journey across all devices, ensuring that they have a best-in-class, fully connected in-store and online experience.”

Epsilon will also offer marketing data services, enabling the retailer to gain insights to form its marketing strategy to drive sales across channels.

The agreement will also see Alliance Data’s card services business, offering analytical expertise to activate the insights from Conversant’s Mesobase and Epsilon’s marketing data services.

Based in the US, Signet Jewelers currently operates more than 3,500 stores under Kay Jewelers, Zales, Jared The Galleria Of Jewelry, H Samuel, Ernest Jones, Peoples, and Piercing Pagoda brands.