How Kendra Scott reversed its fortunes by playing offense

2 days ago 13

When Kamanasish Kundu joined Kendra Scott as head of digital and e-commerce in 2023, the jewelry brand was in a multi-year decline. The key to change its fortunes, Kundu shared at Glossy’s E-Commerce Summit in Miami on Monday, was to play offense rather than defense.

“There were a lot of gaps we had, like we didn’t know the entire customer funnel, we didn’t know the friction points. We didn’t have a good foundation for testing as well as optimization, personalization,” said Kundu during Monday’s panel. “We spent millions on different tools. And when I started looking at the utilization reports, those were at, like, 1%, 5%. So that means we didn’t have the right people to run those sophisticated tools.”

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