Kendra Scott preps the enterprise for holiday rush

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Kendra Scott preps the enterprise for holiday rush

By Dan Berthiaume - 11/20/2020

A fast-growing specialty jewelry retailer is enhancing its brick-and-mortar stores, e-commerce, customer loyalty program and supply chain in time for the holidays. 

Austin, Texas-based Kendra Scott has outfitted all 108 stores with automated capacity monitoring, which also includes heat mapping to support merchandising strategy. The retailer will also roll out a virtual queuing program, which will let customers shop in line if stores are at capacity and quickly locate their wish list upon entering the store. This program also includes the ability to check out in line if a customer knows what they want, reducing wait time. 

On the supply chain side, in advance of this anticipated surge of holiday orders in Q4, Kendra Scott is opening a new Dallas distribution center that will give the brand faster fulfillment times. The company will also expand the ship-from-store program, which it launched during the temporary store closures of April and May 2020.

For digital customers, the company is implementing shoppable QR codes into its virtual shopping and styling appointments to more easily direct customers to their desired products. Kendra Scott has also taken its in-store birthday month discount and made it available via web, curbside, and phone. The retailer created an omnichannel version of the discount after finding customers who use it are more likely to shop with Kendra Scott again in the next year.

Kendra Scott also introduced a new loyalty incentive, Kendra Cash, where customers earned $20 in retailer credit for every $75 spent from Oct. 15-18, which can be redeemed during November’s peak holiday shopping period. Furthermore, the retailer launched online complimentary engraving for its sterling silver and 18k gold vermeil collection in October.