Citizen Watch Taps Timely Customer Insights to Rapidly Accelerate Ecommerce Growth
Citizen Watch Taps Timely Customer Insights to Rapidly Accelerate Ecommerce Growth
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The results
Through a focus on the digital customer experience, Citizen realized a huge lift in ecommerce conversions and an increase in new customers.
Using customer insights to identify opportunities, the company was able to drive the development of new digital interactive experiences.
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Opportunity: Gather reliable customer experience insights
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Solution: Facilitate timely, targeted, and decisive action with Verint Digital Experience
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Benefits: Gain a greater understanding of the customer experience
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New digital tools for customers
For both its Citizen and Bulova brands, the company created a digital tool called Watch Finder. Designed to provide an interactive and personalized experience, customers interact with Watch Finder by answering questions about their style, then they receive a curated selection of watches with features and functionality geared to their needs and preferences. This was also rolled out on iPads at physical stores to support Citizen’s wholesale retail partners.
As a result of consumer feedback, Citizen Watch also launched its My Citizen app to alleviate friction points in its watch registration process. Previously, consumers would struggle to view the small numbers on the back of the watch and were unable to complete the product registration process. The app can recognize digits and then automatically register the watch for warranty protection. As a result, Citizen saw a large increase in product registration, which will help the company drive continued customer engagement and future loyalty and advocacy efforts. This also enabled Citizen to ditch its old, clunky product booklets—along with the associated production expenses.
By focusing on the digital customer experience, Citizen was well positioned to not only respond to the COVID-19 crisis, but to find opportunity in the unexpected environment. While it initially saw website traffic decrease, the retailer eventually realized a huge lift in conversions, amounting to consistent triple-digit year-over-year gains in its ecommerce business, as well as an increase in new customers.
“We realized the shifts we had made to be more digital and more consumer-focused were working, as our ecommerce channel was the only channel able to grow during the COVID pandemic shut down,” Garces concludes.