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REEDS now has 90 retail stores in 18 states, a direct mail catalog, and an e-commerce website, Reeds.com. REEDS Jewelers is the largest family-owned fine jewelry chain in the United States. REEDS mission is to make every customer "feel like family" with personalized service, attention to detail, and lasting quality and style. As part of its multi-channel retail strategy, REEDS releases new catalogs or flyers on a monthly basis, with additional books sent out during the Holiday season. The majority of the company’s products are also available online. REEDS customer base is made up of both men and women between the ages of 35-55 who like the convenience of shopping in a store, by telephone with a catalog, or online. Customers who shop exclusively on Reeds.com tend to be younger those who shop the print catalog or in-store. Anecdotally, the retailer has noted an increase in customers entering their retail locations with printouts of online research.
Challenges/Goals
- Enhance customer experience by improving visual information and providing a familiar online shopping interface
- Increase time spent browsing the site
- Increase conversions and lead acquisition
- Take advantage of a cross-channel buying process
- Extend catalog reach
Strategy
Engage
- Increase browsing time with rich media interactivity
- Include “Shop Our Catalogs” into top level navigation and feature “Shop Catalogs Online” in a homepage call out
- Drive additional traffic to site by featuring online catalogs in email campaigns
Inform
- Facilitate catalog co-browsing via live chat online, with a Customer Service Representative by phone and in-store
- Add context to products with catalog photography and collections
- Show product detail with catalog zoom feature
Convert
- Facilitate cross-channel conversions by aligning online, retail and CSR/telephone channels
- Link directly to product pages
Results
- Customers shop for and interact with products online in a familiar, easy-to-use format
- Average time spent browsing increased by 64%
- Conversions for customers that browsed the catalogs increased by 60%
- Online catalog is used as a selling tool in-store, online, on the telephone and via live chat channels
- email subscriptions grew 289%
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