Word of mouth increases sales for Zales
by Matt Hawkins | Marketing Data Analyst About ZalesZales was founded in the 1920s with a strong customer focus. Today, Zale Corporation is over a $2.5 billion success story, yet still remains close to its customers. The company extends this philosophy online to zales.com; Zales implemented Ratings & Reviews™ to better engage with their online customers and increase sales conversions. What we studiedWe examined products sold from August 4, 2007 to October 4, 2007 (before going live) and then looked at the same products sold from October 5, 2007 to December 5, 2007 (after going live) to reach the following results. This study concludes that ratings and reviews are having a positive magnifying effect on sales conversion. Measuring increases in conversion during the holiday season can often be misleading, but by looking at the incremental increase we can normalize for much of this effect. 
After implementing Ratings & Reviews, Zales saw increased conversions among many of its products – both those with and without reviews.
Summary: customer-centric strategies pay offWhen Zales introduced word of mouth to their site, conversion increased overall – and products with more reviews converted more dramatically. Zales saw benefits early, just in time for the holiday season. |
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