Chico’s achieves over 200% increase in conversion with Bazaarvoice Conversations
- Powerful loyalty program integrates social data from the Bazaarvoice Platform, generates a strong lift in revenue
- Exploring new ways to capitalize on Bazaarvoice Conversations within Chico’s brand websites
U.S. women’s specialty retailer Chico’s FAS has seen dramatic results in converting site visits to orders since implementing Bazaarvoice Conversations in April 2011 across its three brands – Chico’s, White House | Black Market and Soma Intimates. All three brands have enjoyed tremendous success with Bazaarvoice platform for onsite customer content.
The greatest boost has been for White House | Black Market, which has experienced over a 200% increase in order conversion among site visitors who engage with ratings, reviews, questions or answers. The Chico’s and Soma Intimates brands have also seen a strong increase in order conversion.
In addition, all three Chico’s brands have increased their revenue per visitor and average order value since implementing ratings, reviews, questions and answers. For example, White House Black | Market has seen over a 300% increase in revenue per visitor, and over a 250% increase in average order value.
The data is from visitors who engage with Bazaarvoice Conversations on a brand’s site, compared to those who do not engage with user-generated content.
Powerful loyalty program integrates social data from the Bazaarvoice Platform, generates a strong lift in revenue
Chico’s is also making ratings and reviews part of its customer loyalty program for White House | Black Market, called The Black Book. In August 2011, the company used data from its customer relationship management (CRM) system to identify selected Black Book members for Preferred Black Book membership. This confers Black Book Insider status on them and offers them additional benefits – including a special Insider ratings and reviews badge for participants who review products online using Bazaarvoice Conversations.
“It’s about making our best customers feel special,” explains Jenn McClain, Vice President of E-Commerce Marketing for Chico’s FAS. “Our demographic for this brand really appreciates being recognized as style leaders, and giving them a special badge for reviewing products online is part of our effort to recognize them.”
The Preferred Black Book program is a joint project of Chico’s FAS CRM and marketing teams. Here’s how the badging component works: Every customer has a unique loyalty number that allows Chico’s FAS to track their purchases and online content contributions. When a customer logs in to write a review, they are associated with the unique loyalty number and automatically badged as a Black Book Insider.
After promoting Preferred Black Book membership with targeted emails and direct mail communications, the company realized additional revenue from top-tier White House | Black Market customers.
Exploring new ways to capitalize on Bazaarvoice Conversations within Chico’s brand websites
Following its success with the Preferred Black Book loyalty program, Chico’s FAS is planning to roll out a new “top reviewer” effort across additional brands, through which they will highlight top reviewers on a regular basis.
“We’ll invite our loyal Chico’s and Soma Intimates customers to participate in this, just as we already have for the White House Black Market brand,” says McClain. “The blessing of having multiple brands across which we deploy Bazaarvoice programs is that we can see how our efforts are paying off with one brand, and then easily extend them to another.”
Chico’s FAS, Inc. consists of four women’s specialty brands offering private branded, sophisticated, casual-to-dressy apparel, intimate apparel, complementary accessories and gift items. Under the Chico’s, White House | Black Market, and Soma Intimates and Boston Proper names, the company operates more than 1,225 boutiques and outlets throughout the U.S. and has direct-toconsumer channels for each of its brands.Download PDF
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