The Challenge
Ur & Penn’s client base is as diverse as their product offering, ranging from clients who purchase classic jewelery for long-term use to frequent shoppers searching for the next hot jewelry trend at a reasonable price. In their bricks-and-mortar stores, Ur & Penn employees can easily offer a personalized experience to each client as they interact with different products, no matter how diverse their preferences are.
“If we focus on one customer segment online, we risk losing others. At the same time, we can’t risk jeopardizing our hero products and largest customer segments.”
However, the company’s online shopping experience tells a different story: Offering a wide product assortment, while still being relevant to each unique customer, was Ur & Penn’s most prominent pain point. To tackle this challenge, Ur & Penn sought to develop a robust personalization strategy that would help them remain relevant to their diverse client base online.
