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Ginza.se Case Study

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Sweden's leading online entertainment retailer uses Tealeaf to gain unprecedented visibility into its online channel. As a result, Ginza has made significant improvements in customer conversion, …

Sweden's leading online entertainment retailer uses Tealeaf to gain unprecedented visibility into its online channel. As a result, Ginza has made significant improvements in customer conversion, satisfaction and retention.

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  • 1. Ginza:Sweden’s leading online entertainment retailerGinza uses Tealeaf to gain unprecedented visibility into itsonline channel. As a result, the company has made significantimprovements in customer conversion, satisfaction and retention.Ginza is Sweden’s leading online music and entertainment retailer.The family-owned business was established more than 40 yearsago, originally as a mail-order company. Now the Ginza web site CUSTOMER PROFILE(www.ginza.se) is the company’s primary source of revenue, with Privately owned for more than 40 years, Ginza is85% of customer orders taking place online. Given the critical Sweden’s leading online entertainment retailer.importance of the online channel, it is crucial that every one of its Having begun as a mail-order music company, the business has grown to include DVD and game40,000 daily site visitors receives a seamless customer retailing. Ginza has come a long way since firstexperience and is able to successfully complete any transaction. establishing a web presence in 1998, and is now one of the country’s best recognized online brands.CHALLENGESWith Ginza’s online channel playing such a pivotal role in its RETURN ON INVESTMENTrevenues, improving customer experience was one of the > > >company’s top priorities. Using web analytics, Ginza was able to Achieved an ROI from Increased online Identified and resolvedidentify customers that dropped off at particular points in the Tealeaf after only three conversion rates by 15% hundreds of previously days with help from Tealeaf unknown site problemsbuying process, but the company often struggled to identify with assistance fromprecisely why these customers abandoned. Did they experience Tealeafsite or application problems that caused endless loops or otherfrustrations? Was the checkout process too hard to complete?Web analytics solutions were not designed to answer thesebehavior-based questions. The strength of these solutions lies inproviding quantitative information on high-level metrics likerevenue and orders, so they are typically of little use for site A BETTER APPROACHoptimization efforts. Determining precisely why customers behave as they do was of the utmost importance, as Ginza saw this information as key toFurther complicating matters was the challenge of connecting increasing revenues and enhancing customer satisfaction. Basedthe dots between call center feedback and site defects. The on their need to better understand customers, Ginza turned toinfrequent feedback provided by frustrated site visitors was Tealeaf for an online customer experience management (CEM)usually vague and did little to help identify the source of solution that provides the reporting capabilities of a web analyticscustomer experience problems. As a result, low conversion and solution while also delivering the ability to drill-down into thepoor customer satisfaction continued unabated. qualitative insights of real customer behavior. No longer hypothesizing about site trends, Ginza now leverages Tealeaf’s unique replay ability (a page-by-page, browser-level recording of the actual customer experience) to quickly diagnose and fix the problems causing poor customer experiences. And the ROI was nearly immediate. Within three days of implementation, Ginza identified and resolved a payment provider issue that was adversely affecting nearly 1% of all site transactions. Ginza’s savings was substantial and more than covered the cost of its investment in Tealeaf.tealeaf | ginza www.tealeaf.com
  • 2. Ginza Visibility. Insight. Answers. From the moment Tealeaf was implemented, we received instant returns. The insights from the solution made us sit up and realize exactly how little we actually knew about how customers were using our web site. Johan Sävenstrand | IT Manager at GinzaWIN 1 – GINZA AVERTS A HOLIDAY DISASTER WITH VISIBILITY BenefitPROVIDED BY TEALEAF After using Tealeaf to identify the issue, it only took minutes forProblem Ginza to rectify the problem. Upon resolution, conversion ratesIn light of the high percentage of Ginza’s annual revenues that comes improved dramatically and revenues increased across the site.during the holiday season, it is critical for the site to work properly Without Tealeaf in place, it would have taken Ginza days, evenduring this period. High transaction volumes during that season weeks, to determine the exact cause of the issue, potentially causingnecessitate a largely automated fulfilment process. So when more thousands of lost transactions.than 2% of holiday orders were suddenly returned with incompleteaddresses, Ginza needed to identify and resolve the issue immediately. WIN 3 – PROACTIVE CUSTOMER EXPERIENCE MANAGEMENT HELPS SAVE A MARKETING CAMPAIGN AND LIMIT CUSTOMERSolution FRUSTRATIONTealeaf captures every user session, which enables Ginza to recognize Problemand rectify any variety of site issue. In this case, Ginza replayed Ginza often utilizes email marketing campaigns to drive site traffic.customer sessions and noticed that not all order information was But ensuring the success of these campaigns can be a challenge, asbeing pulled into a back-end system, causing some shipping labels to unforeseen issues can disrupt their impact. Recently, Ginza offered abe left blank. With this insight, Ginza was able to quickly resolve the deep discount on top merchandise in one such campaign, butissue. Furthermore, because Tealeaf captures form field information, noticed that sales had not increased as anticipated.the company was able to contact each affected customer and reportthe problem. Solution Because Ginza uses Tealeaf to monitor key performance indicators, theBenefit company was notified that a site error had caused customers toWith the cause of the issue clearly identified in Tealeaf, Ginza was abandon their transactions. By replaying sessions in Tealeaf, Ginzaable to ensure all holiday orders were received on time. Tealeaf also noticed that the error originated from the discount code field. It turnedenabled Ginza to provide an additional layer of customer service out that Ginza had not activated the code, and thus, customers wereduring the holidays, which helped further improve customer unable to receive the discount promised in the email campaign.satisfaction and retention. BenefitWIN 2 – TEALEAF HELPS RESOLVE A SIGNIFICANT Using proactive customer experience management, Ginza was ableCONVERSION ISSUE ON A NEWLY IMPLEMENTED DANISH SITE to minimize the impact of the coupon error. Out of 100,000 couponProblem codes distributed for the marketing campaign, only 20 customersIn an effort to continue its rapid growth throughout Europe, Ginza were unable to complete their transactions. Tealeaf insights enabledrecently expanded its web presence into Denmark and Finland. New Ginza to improve the ROI of its campaign and keep its customerssites, however, often encounter unexpected challenges, as was the highly satisfied.case with the company’s Danish site. Far fewer orders were placed onthe Danish site compared to the Finnish site, leaving Ginza perplexed ABOUT TEALEAF TECHNOLOGYby the relatively low conversion rates. Tealeaf provides online customer experience management solutions and is the unchallenged leader in customer behavior analysis.Solution Tealeaf’s CEM solutions include both a customer behavior analysisReplaying visitor sessions in Tealeaf, Ginza noticed a problem in the suite and customer service optimization suite. For organizations thatcheckout process. When customers reached the postal code field in are making customer experience a top priority, these solutionsthe shipping form, which was deep within the funnel, they received a provide unprecedented enterprise-wide visibility into every visitor’ssite error message. Upon further investigation, Ginza realized the new unique online interactions for ongoing analysis and web sitesite used the same checkout process as the Swedish site, which optimization. Online executive stakeholders from ebusiness and ITrequired a postal code of five digits. However, Danish postal codes to customer service and compliance are leveraging Tealeaf to buildrequire only four digits and customers were unable to enter the a customer experience management competency across thecorrect digit sequence. Unfortunately, they had no choice but to organization. Founded in 1999, Tealeaf is headquartered in Sanabandon their transactions. Francisco, California, and is privately held. For more information, visit www.tealeaf.com. © Copyright 2011 Tealeaf Technology, Inc. All rights reserved. Tealeaf, Tealeaf Technology, the Tealeaf logo, and other Tealeaf products and services mentioned herein are the registered or unregistered trademarks and service marks of Tealeaf Technology, Inc. All other trademarks or service marks are the property of their respective holders and are hereby acknowledged. www.tealeaf.com

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