Case Study Signet | Bspoq Marketing

Our Approach

We began with a full Marketing Discovery. Understanding the business, its customers, positioning and where the largest opportunities were for success. It was agreed that separating Signet Industrial and Signet Trade to two different brands, social channels and sites was over complicating their strategy and so our first objective was to rebrand the business as simply “Signet”.

We then turned our attention to the E-Commerce platform, building on BigCommerce and launching the very first ever iteration of SparkLayer to support the B2B requirements of the Signet customers. Our marketing services have continued to support Signet with their online and offline growth for the past 2 years, managing their paid advertising, creating and managing events

E-Commerce Build & Optimisation

Using our preferred platform, BigCommerce, we designed and developed a brand new E-Commerce website for Signet replatforming them from their outdated and legacy system. Creating over 120,000 product listings, rebuilding their entire category structure and filter system for complex parts. We also installed B2B functionality through SparkLayer where Signet customers can log in for tailored pricing and account facilities for ordering.

“The most important thing for us was to give our customers and our staff a simple-to-use tool for managing all aspects of the online ordering process. We've been delighted to see the results so far and being able to demonstrate the capabilities of our B2B website to key customers and win new business because of it has been brilliant. The team at Bspoq have helped us throughout the entire process and been very supportive of our specific requirements"
John Pogmore, Managing Director, Signet

Want to know more?
Read what SparkLayer had to say about our partnership.

Since launch we have seen huge uplift in online ordering with optimised checkout and improving conversion rates. Previous conversion rate was around 0.50% versus our vastly improved 1.8% average.

Social Media Marketing

Signet had a LinkedIn Account and a Facebook Account but was not actively posting or engaging with customers. We developed a strategy to help Signet move away from purely promotional content and start to incorporate content around their business expertise, staff and brand stories, a new concept for Signet. Focusing on both Facebook and LinkedIn, we increased engagement by 200%, showcasing a range of services Signet offers.

Email Marketing

Signet had a Mailchimp email account that wasn't used, with a customer database of over 10,000 emails. Our first action was to transition them onto Klaviyo and clean out their list. The list was very cold, with a large majority of them bouncing and being blocked as spam. We developed a strategy focused on improving Signet's deliverability score, which was extremely low, concentrating on sending to only engaged customers for a period of time. This strategy helped us to boost Signet’s Deliverability Score from 30 to 80 over a period of 3 months, allowing us to increase our email sends and number of recipients, as well as improve customer engagement and conversions.

Search Engine Optimisation

Acquiring new customers was a key requirement for Signet and having a solution which is optimised for organic search. We started by analysing the previous store performance and similar competitor sites to understand the keyword performance of each product group. From here we redesigned the entire product category structure and site structure to ensure maximum visibility for high volume search terms. We then went about systematically rewriting all meta data and onsite content for high value pages. Lastly we ensure the site was built with all technical and performance SEO requirements at the heart of it.

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Signet Connect

We launched the first Signet Connect Event last year with British Steel to raise awareness of what Signet can provide. In 2024, we went bigger and better, helping Signet to host their own trade show at the Eco-Power Stadium, Doncaster, with a complete marketing plan to increase show attendance, boost Signet's brand and perception, and increase customer engagement. The event was a huge success, with over 200 customers registering to attend, over 10 different national suppliers exhibiting, and an increase in follow-up meetings from potential customers. We are now planning to hold Signet Connect Annually with our client and help them become a leader in their industry.