Challenges/Goals

1. Maximize sales and average order value
2. Increase conversions online
3. Convey product detail
4. Provide customers with an outstanding online shopping experience
5. Bring the customer closer to the product

During the spring of 2003, Blair and RichFX began developing a multi-channel strategy that fit the retailer’s specific goals. The first part of these strategic efforts involved the transformation of the Blair print catalog into an interactive online catalog for inclusion on their ecommerce website. “The implementation of this site improvement was fairly simple, and we’ve been putting the new season titles for our catalogs online ever since.” said Jennifer.

Approximately three years later, Blair began using the myRichFX platform for the creation and management of all their rich media zoom settings, allowing customers to zoom in anywhere on a product for a closer look. The retailer had already been a RichFX online catalog customer for 2 years, and knew that this was an essential next step in further improving customers’ shopping experience on Blair.com. Clare Glarner, Production Artist for Blair explains, “As an experienced Production Artist, I find that myRichfx is one of the easiest programs I use. Best of all, I think the enhanced zoom images really allow the customer a more up close, personal shopping experience--almost like they can touch the fabric!”

Once both solutions were in place, RichFX and Blair worked together through the use of best practices to leverage both the enhanced zoom feature and the online catalogs. Print placements, such as the one shown below, are used to drive customers to the website for a more detailed view of products. Also, the left navigation banner on Blair’s catalog viewer was used to promote a $5 gift card incentive for credit card applicants.

Lastly, call center CSRs are trained to use the online catalogs as a customer support tool, as is the case for many other RichFX customers. “They can quickly jump to certain products and bookmark discussed pages in order to assist the shopper on the phone, providing quick and efficient customer service. Further, they use the interactive catalogs to direct the customers to the daily call center specials. ”

Results

1. Up to 50% higher conversion rates for shoppers viewing an online catalog during their shopping session
2. 20% higher AOV for shoppers viewing an online catalog
3. Shoppers using the enhanced zoom feature have a 10% higher conversion rate
4. Higher AOV for shoppers who use the enhanced zoom
5. Increase in customer satisfaction
6. Efficient project workflow

After only a few months of having their catalogs online and their enhanced zoom in place, Blair experienced healthy increases in both conversion rates and average order value, as listed above. Thorough testing was completed to determine the increases, and these types of numbers prove that there is real value in the implementation of both rich media solutions. “What’s also worth noting is that these tests were done over time with little fluctuation,” said Jennifer. “We are confident that these percentages are not results of chance, and we’re very happy with these outcomes.”

Additionally, although these site additions contribute directly to the e-commerce portion of the retailer’s channel mix, they have also improved the level of customer service that service center representatives provide and the level of customer satisfaction experienced when shopping on Blair.com. Blair was recently rated #1 in customer satisfaction for 2006 according to ForeSee Results, a customer satisfaction management company. "We're proud and honored that customers have put us at the top with an outstanding field of companies such as Redcats USA and L.L. Bean. We’re constantly striving to offer our customers an exceptional shopping experience, and rich media definitely enhances that experience.”

Blair Corporation has also experienced positive feedback internally, specifically regarding the efficiency of project workflow through the use of myRichFX. This SaaS (software as a service) has provided Blair’s production team with the tools they need in order to manage all zoom settings in-house, quickly and effectively. Oren Darling, rapid response artist for Blair explains, “my first impression was that RichFX had put a great deal of thought and careful planning into the user interface. As a new user I didn’t have to second-guess myself on what function each of their icons performed. Everything was very straightforward. Within minutes I was confident that my process was correct and that the images I was creating would enhance Blair.com in a meaningful way for our customers,” said Oren.

In the short-term, Blair plans to continue leveraging their online catalogs and enhanced zoom. Also, they plan on continuing to survey and track customer satisfaction, ensuring that the online experience is always at its best. “We are constantly striving to give our shoppers the best experience possible, and RichFX is a partner in achieving this,” said Jennifer.