During a session at the Monetate Summit in Philadelphia last week, Ashley Edwards, e-commerce manager of testing and personalization for Signet Jewelers, parent company of brands including Kay Jewelers, Zales, Jared, and others, noted that the company is seeking to be the "best in bridal," with goals such as increasing customer engagement, revenue per session and overall conversion rate. In this interview with Joe Keenan, executive editor of Total Retail, Edwards discusses how personalization is key to helping Signet achieve its goals.

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