Case Study: Signet Jewelers achieves triple‑digit increases in web traffic and online sales with Klarna

Signet Jewelers - Customer Case Study

Signet Jewelers, the world’s largest diamond jewelry retailer and owner of KAY and Zales, sought to diversify its publisher mix beyond traditional affiliates to drive more site traffic and sales around peak jewelry shopping moments. To do this, Signet partnered with Klarna, using Klarna’s affiliate and marketing/ad solutions — including the Klarna app, sponsored placements, Deals, Collections, and Deals Emails — to reach Klarna’s large, engaged shopper audience.

Klarna built timed campaigns for KAY (and later Zales) with premium placements in the app and email promotions around Mother’s Day and the winter holidays, driving significant lift: Klarna-driven web traffic to KAY rose 203% YoY in Q4 2021 and Klarna-specific online sales revenue for KAY climbed 296% YoY; Zales saw a 125% QoQ traffic increase and a 176% QoQ uplift in Klarna-specific online sales revenue. The results led Signet Jewelers to increase its investment and expand the partnership with Klarna to additional brands.

Signet Jewelers