Guess Case Study
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  • 1. CASE STUDY | GUESS? 01Profile ProductGuess?, Inc. designs, markets, distributes and licenses a lifestyle BloomSearchcollection of contemporary apparel, denim, handbags, watches, footwear BloomLiftand other related consumer products. Guess? products are distributedthrough branded Guess? stores, its e-commerce sites, and better Impactdepartment and specialty stores around the world. Up to 24% year-over-year increases in natural search traffic 50% higher conversion rates from BloomSearch-generated traffic 50%Business ChallengeAlthough 18% of visits to shop.guess.com come through natural search,the Guess? e-commerce team could only devote limited resources tomaking its content more discoverable. They knew they were missingopportunities to attract business to the site because their budgetfocused heavily on a highly selective group of paid search terms. higher conversion“Our complex channel strategy, which includes a wholesale businessand retail stores in addition to e-commerce, means that we are always rates fromconcentrating first and foremost on promoting our brand,” says BloomSearch-Michael Relich, Executive Vice President and Chief Information Officer.“Unfortunately, we didn’t have the time or resources to optimize our generated trafficmarketing to reach consumers with more focused needs who mightconvert a lot better on our site.” “BloomSearch helps us get found in long tailSolution searches, which are veryBloomReach’s cloud marketing platform offered Guess? a more focused. These visitorseffective way to get its brand and products found. “What I liked about have converted at muchBloomReach’s BloomSearch is that it’s a technology-driven approach,”Relich comments. “We recognized that it would help us capture new higher rates once theycustomers without devoting a lot of resources. Furthermore, the results reach our site.”were measurable.” — Michael Relich“We optimize our merchandising and utilize best practices,” adds Executive ViceGerard Florendo, Senior Ecommerce Marketing Analyst. “But what President and CIOpeople are looking for through search is a moving target. It’s hard to Guess?, Inc.keep up.”
  • 2. CASE STUDY | GUESS? 02BloomReach Made the Implementation Decision EasyGuess? found it relatively easy to deploy BloomSearch on its site. “Thefact that BloomReach was willing to do a pilot told me that the companybelieves in its technology,” Relich remarks. “Once we saw the metricsfrom the pilot, the product sold itself.”“The implementation didn’t take a lot of engineering resources, andyou don’t have to set time aside every day to maintain it,” Florendocontinues. “I look at the reports regularly and evaluate new tests to run.If I don’t have time to work on BloomSearch in a particular week, thingsstill run smoothly.” Now beingBloomReach Generates Incremental, discovered onHigher-Quality TrafficThe Guess? site has experienced significant increases in natural search shop.guess.com:traffic; year-over-year growth was 16% in December 2011 and 24% in “cotton flare jeans” “darkJanuary 2012. In addition, the company saw a 24% lift in the number ofqueries driving traffic. These new visitors represented high-quality leads, washed skinny jeans”which converted at a rate 50% higher than the site’s non-navigationalnatural search conversion rate. After just seven months, BloomReach- “red skinny jeans for women”generated visits now drive approximately 25% of non-branded natural “one piece swimsuit with cutsearch revenue for Guess?.Guess? has also been pleased with the effectiveness of BloomSearch out sides” “charm necklacethematic pages, special pages that address searchers’ unmet intentions heart key” “long sleeve sweaterby curating the most relevant products and services from the Guess? dress” “women’s over the kneecatalog. “Thematic pages work well for focused customer needs,” Florendoexplains. “They are a much more scalable approach than creating custom boots” “gold evening shoes”landing pages, since it’s hard to predict which needs will drive traffic.”Innovation Brings New Ways to Reach CustomersThematic pages are just one of the innovations from which Guess? hasrealized value. The company is now piloting BloomLift, which createsdynamic landing pages for paid search campaigns. “The BloomReachteam is an impressive one,” Relich says. “They really know what theproblems are on the Internet, and they keep coming to me with compellingnew ideas. We are more than willing to work with them because wehave already achieved tremendous results with the BloomReach cloudmarketing platform.”BloomReach: A Valuable Resourcefor E-commerce SuccessBloomReach has become a core component of the Guess? e-commercestrategy, making the site more competitive without diverting resourcesfrom important brand-building activities. “BloomReach has given usopportunities to engage customers whom we would not normally be able toengage and to immerse them in our brand experience,” Relich summarizes.“They are an incredibly valuable resource for our business.” BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best content on the internet to the right consumers seeking it on search engines and social platforms. BloomReach, Inc. 399 West El Camino Real, Suite 100, Mountain View, CA 94040