Spanish retailer Venca wanted to deliver a truly customer-centric platform that encouraged high volume rating and review and reduced demand on resource intensive feedback channels, such as call centers.
After the Barcelona-based Venca partnered with Bazaarvoice and implemented the latter’s ‘Post Interaction Email’ (PIE) solution (which seeks feedback proactively from customers following a purchase), its customer engagement numbers soared by 1900%, according to a case study.
According to the case study, Venca received the following benefits from the Bazaarvoice solution:
- Improved SEO help to increase online sales from 35% to 50%.
- Ratings and reviews jumped from 100 review submissions a month to 2,000, thanks to the PIE technology—an increase of 1900%.
- Thirty additional orders per week driven through PIE alone.
- Conversion rate five times higher with customers who have interacted with rating and review over those who have not.
Venca is a major Spanish retailer of high quality women’s fashion, lingerie, and homewares. Part of the 3 Suisses International Group since 1988, Venca is taking a lead in distance selling and ecommerce, growing into a global player with a strong presence in Spain and Portugal, according to the Bazaarvoice case study.
Venca’s success is built on outstanding service and the company works with Bazaarvoice to engage in meaningful, relevant, and mutually beneficial conversations with its millions of customers. The PIE approach delivers real improvement to customers, marketing ROI, and the bottom line.
Venca was an ecommerce trailblazer, investing in and pioneering online shopping since 1996, the case study noted. The digital world, however, is a fast moving environment and Venca saw that its existing business strategy was causing it to fall behind some of its rivals.
In 2007, 85% of Venca’s business still came through offline orders, but customers were moving away from this retail model, preferring instead the speed and convenience of online shopping.
As a result, Venca aimed to shift 75% of its business to online by 2014. And, at the same time, the company wanted to differentiate itself by demonstrating the quality of its customer service and products. But Venca needed to ensure that online shopping didn’t build a barrier between it and its customers, the case study said.
What Bazaarvoice’s PIE solution generated were customer insights needed for greater conversion and returns on marketing investment; and it leveraged user-generated content to optimize organic traffic to the website.
Benjamin Lavaine, Social Media and Innovation Manager, Venca heard about Bazaarvoice’s work with some other members of the 3 Suisses International Group, and saw an opportunity to achieve his company’sgoals.
“Our objective is to innovate to better serve our customers, because if we don’t, our competitors will,” Lavaine said in the case study. “Customer feedback is crucial to this strategy, and withBazaarvoice, we couldsee the real power of rating and review—and its potential to transform the way that Venca does business.”