Bazaarvoice helps Jewelry Television convert more mobile visitors into buyers

Summary

After integrating Ratings & Reviews with its mobile website, the fine-jewelry retailer experienced a 30.55% lift in conversion rate.

  • A richer, more complete mobile experience
  • The growing importance of a mobile presence
  • More ways to listen to the voice of the customer
  • Building on a history of innovating together

Jewelry Television, and its website www.JTV.com, is the nation’s fastestgrowing home shopping network, focusing exclusively on the sale of fine jewelry and loose gemstones. Headquartered in Knoxville, Tennessee, the company is the 15th-largest fine jewelry retailer in the United States.

Jewelry Television has relied on Bazaarvoice Ratings & Reviews since 2007 to help improve customer satisfaction, retention and conversion, first on television and online, and now as part of the company’s growing mobile presence. After integrating Ratings & Reviews with its mobile website, the fine-jewelry retailer experienced a 30.55% lift in conversion rate.

The result should come as no surprise, given that Jewelry Television had already achieved dramatic results with Bazaarvoice Ratings & Reviews on its JTV.com website. “What we’ve seen is that when people interact with reviews, they are more likely to order something, and the order value is also likely to be higher,” according to Brian Wilhelm, Director of Online Marketing for Jewelry Television. “On JTV.com, we have seen a 151% lift in conversion rate and a 25% lift in average order value for visitors who read reviews.”

A richer, more complete mobile experience

For Jewelry Television, mobile commerce is about meeting the customer wherever she is, whether that’s at the computer or not. Making Ratings & Reviews a part of mobile commerce means she’ll have the same complete, satisfying online experience, no matter where it takes place.

“We serve an extremely engaged community of people who watch us on television, order from us by phone and, increasingly, interact with us online,” explains Wilhelm. “Once we created a mobile site, we were eager to bring Ratings & Reviews into it, because reviews are so important to our customers.”

The growing importance of a mobile presence

Jewelry Television launched its mobile site in November 2010. The company added Ratings & Reviews in February 2011. Between February 13 and March 11, the company achieved a 30.55% lift in conversion for the mobile site.

The importance of mobile customer reviews will inevitably grow as Jewelry Television’s mobile market grows. As of August 2011, mobile accounted for 8% of the company’s online sales, and they expect mobile sales to continue to grow over time.

More ways to listen to the voice of the customer

Reviews are important not only to customers who are making buying decisions, but also to Jewelry Television executives who are making business decisions. The information customers provide when they review their jewelry and gemstone purchases tells the company a lot about customer preferences, wants and needs, and strongly influences product development, marketing and other efforts.

Building on a history of innovating together

Incorporating Ratings & Reviews into the mobile site is just the latest example of the history of innovative marketing that Jewelry Television and Bazaarvoice have created together, starting with the retailer’s original online deployment of the solution back in 2007.

For the mobile site deployment of Ratings & Reviews, Jewelry Television served as a pilot project for Bazaarvoice’s hosted mobile solution. The solution gives clients the opportunity to have Bazaarvoice host Ratings & Reviews on their mobile site rather than using the Bazaarvoice API to build their own platform.

"We had been very successful with Bazaarvoice’s hosted solution on our main JTV.com website, so we trusted them to host reviews on our mobile site as well," according to Wilhelm. "We couldn’t be happier about the results."

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