• Paul Kelson

H. Samuel to join Ernest Jones in offering new, online shopping service

On May 11th, Ernest Jones launched the online personal shopping service Live Advice that enables store colleagues to serve customers at home through a one-way HD live video feed.

By late June, the service will expand to hsamuel.co.uk. Using the technology, the company’s UK-based watch and jewellery experts can showcase products, provide demonstrations and offer tailored recommendations on a one-to-one basis. Customers can click on the “Live Advice” button on either brand’s website to access personal, live assistance.


“With the introduction of Live Advice, we’ve also transformed how we bring our digital and in-store shopping experiences together to provide a truly first-class experience for our customers no matter how they choose to shop with us,” Old said. “We understand the importance of creating connections for our customers, so we have reimagined the jewellery buying experience since temporarily closing stores to help stop the spread of COVID-19. Live Advice has provided us with a simple and safe way to engage with our customers through a challenging few months, and enabled customers to access the exceptional, trusted advice and 5-star level of personalised service they’ve come to expect from their favourite jeweller.”


The virtual Live Advice service is available 9am to 9pm seven days a week, and complements existing Live Chat service, which already assists over 3,000 customers a week.


The new functionality has helped accelerate Signet Trading’s transformation into an OmniChannel retailer.  As H. Samuel and Ernest Jones reopen more stores, customers can now choose how they’d like to engage with the brands, either through a safe in-store experience, a digital experience, or a mix of both. The brands operate a free online delivery service and offer the option to shop online and collect in-store to further reduce the chance of exposure.

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