CaseStudy Johnston and Murphy en US
SOCIAL CONTENT ENGINETM At a Glance
JOHNSTON AND MURPHY CARRIES ON TRADITION OF WORLD-CLASS CUSTOMER EXPERIENCES THROUGH E-COMMERCE INNOVATION Johnston & Murphy (J&M) is a pillar of classic workmanship and a beacon of American style. J&M has provided the highest quality products and set the standard for successful, professional men and women everywhere. For more than 150 years, J&M has stayed relevant in fashion. Now, its innovative approach to customer experience is clearly visible online.
“Combined, Customer Reviews™ and Social Answers™ increased customer engagement, conversions and generated relevant and keyword-rich content to help J&M expand both brand awareness and its customer base. ” —Heather Marsh, Director of E-commerce Social Answers allows customer questions to be answered by multiple sources including product owners and subject matter experts. This question was answered by a product owner (signified by the Verified Buyer badge) on the same day the question was asked, and then soon after by a subject matter expert (signified by the Customer Care badge).
1 hour
or less for questions to be answered.
50%
of sales comes from products with Customer Reviews.
70%
of customers read reviews.
GOALS:
WHY POWERREVIEWS
As a company deeply rooted in tradition, J&M wanted a solution that would enable it to honor its long history while continuing to innovate. Its goal was not to just engage current customers, but also improve products and attract new shoppers.
J&M found that PowerReviews could not only provide the right technology, but also offered a customizable solution that would be easy to implement. Furthermore, PowerReviews’ cloudbased platform required very little effort for J&M to innovate moving forward.
To that end, it wanted to ensure that its unique product catalog was properly communicated to customers. J&M knew it needed a robust customer Q&A feature to engage customers quickly, clarify offerings and facilitate consumer-generated content. It also needed the rich, relevant keywords found in those conversations to be indexed and easily searchable for Google and other search engines.
PowerReviews also worked with J&M to meet its specific needs. Knowing that J&M wanted to engage customers and increase sales through Q&A, PowerReviews customized the Social Answers solution to enable more diverse, quality customer responses. Expanding Social Answer with features like “Ask Product Owners” and “Crowdsourced Answers” helped consumers get the information they needed quickly. In addition to Social Answers, J&M implemented Customer Reviews with specific fields that aided customers at the point of purchase.
[email protected] | 844-231-7540 | www.powerreviews.com
“The addition of Social Answers as a resource for answering customer questions has saved us a ton of time and the quality is great.” —Heather Marsh, Director of E-commerce
RESULTS Social Answers transformed the consumer experience on the J&M site, and had a positive impact on both customer engagement and revenue. Soon after launch:
Additionally, after implementing Customer Reviews, 50% of revenue was generated by products that had been reviewed and 70% of all visitors read at least one review while on the site.
All customer questions were answered in less than one hour, which increased conversions on the site. J&M was able to improve product descriptions based on feedback from customer Q&A.
Combined, Customer Reviews and Social Answers increased customer engagement, conversions and generated relevant and keyword-rich content to help J&M expand both brand awareness and its customer base.
For example, customer Q&A revealed that there was confusion about J&M’s refurbishment services. For a small fee, the company repairs shoes that have been purchased and worn, but many customers thought that the shoes on the site had already been refurbished. J&M re-wrote the product description to improve customer experience – and ultimately increased sales.
NEXT STEPS J&M has had such success with Customer Reviews and Social Answers that it is now looking to extend the reach of this valuable content by enabling social sharing through Social DiscoveryTM. By amplifying the customer review and Q&A features, J&M hopes to reach new customer demographics including women and younger shoppers.
[email protected] | 844-231-7540 | www.powerreviews.com
JOHNSTON AND MURPHY CARRIES ON TRADITION OF WORLD-CLASS CUSTOMER EXPERIENCES THROUGH E-COMMERCE INNOVATION Johnston & Murphy (J&M) is a pillar of classic workmanship and a beacon of American style. J&M has provided the highest quality products and set the standard for successful, professional men and women everywhere. For more than 150 years, J&M has stayed relevant in fashion. Now, its innovative approach to customer experience is clearly visible online.
“Combined, Customer Reviews™ and Social Answers™ increased customer engagement, conversions and generated relevant and keyword-rich content to help J&M expand both brand awareness and its customer base. ” —Heather Marsh, Director of E-commerce Social Answers allows customer questions to be answered by multiple sources including product owners and subject matter experts. This question was answered by a product owner (signified by the Verified Buyer badge) on the same day the question was asked, and then soon after by a subject matter expert (signified by the Customer Care badge).
1 hour
or less for questions to be answered.
50%
of sales comes from products with Customer Reviews.
70%
of customers read reviews.
GOALS:
WHY POWERREVIEWS
As a company deeply rooted in tradition, J&M wanted a solution that would enable it to honor its long history while continuing to innovate. Its goal was not to just engage current customers, but also improve products and attract new shoppers.
J&M found that PowerReviews could not only provide the right technology, but also offered a customizable solution that would be easy to implement. Furthermore, PowerReviews’ cloudbased platform required very little effort for J&M to innovate moving forward.
To that end, it wanted to ensure that its unique product catalog was properly communicated to customers. J&M knew it needed a robust customer Q&A feature to engage customers quickly, clarify offerings and facilitate consumer-generated content. It also needed the rich, relevant keywords found in those conversations to be indexed and easily searchable for Google and other search engines.
PowerReviews also worked with J&M to meet its specific needs. Knowing that J&M wanted to engage customers and increase sales through Q&A, PowerReviews customized the Social Answers solution to enable more diverse, quality customer responses. Expanding Social Answer with features like “Ask Product Owners” and “Crowdsourced Answers” helped consumers get the information they needed quickly. In addition to Social Answers, J&M implemented Customer Reviews with specific fields that aided customers at the point of purchase.
[email protected] | 844-231-7540 | www.powerreviews.com
“The addition of Social Answers as a resource for answering customer questions has saved us a ton of time and the quality is great.” —Heather Marsh, Director of E-commerce
RESULTS Social Answers transformed the consumer experience on the J&M site, and had a positive impact on both customer engagement and revenue. Soon after launch:
Additionally, after implementing Customer Reviews, 50% of revenue was generated by products that had been reviewed and 70% of all visitors read at least one review while on the site.
All customer questions were answered in less than one hour, which increased conversions on the site. J&M was able to improve product descriptions based on feedback from customer Q&A.
Combined, Customer Reviews and Social Answers increased customer engagement, conversions and generated relevant and keyword-rich content to help J&M expand both brand awareness and its customer base.
For example, customer Q&A revealed that there was confusion about J&M’s refurbishment services. For a small fee, the company repairs shoes that have been purchased and worn, but many customers thought that the shoes on the site had already been refurbished. J&M re-wrote the product description to improve customer experience – and ultimately increased sales.
NEXT STEPS J&M has had such success with Customer Reviews and Social Answers that it is now looking to extend the reach of this valuable content by enabling social sharing through Social DiscoveryTM. By amplifying the customer review and Q&A features, J&M hopes to reach new customer demographics including women and younger shoppers.
[email protected] | 844-231-7540 | www.powerreviews.com
