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Bluefly:
The Ultimate Hook Up for the Fashion Obsessed




Bluefly prides itself on its ability to be fast and nimble. Tealeaf
helps the company stay agile by providing unprecedented visibility
into actual customer behavior and offering true insight into ways
the company can further optimize site experience.




As a pure-play online retailer, Bluefly is open all day, every
day. To maintain its competitive advantage in a crowded,
‘one-click-away’ marketplace, the company focuses on customer         CUSTOMER PROFILE
experience as a chief differentiator. To that end, Bluefly is
                                                                                              Founded in 1998, Bluefly is a leading online retailer
particularly interested in gaining a firm handle on the issues                                featuring on-trend and in-season clothing and
customers are experiencing during any given browsing or                                       accessories from over 350 top European and
                                                                                              American designers—all at a superior value. Bluefly
buying session. By proactively monitoring all key processes,                                  is headquartered in New York City, in the heart of
particularly the site checkout process, the company strives                                   the Fashion District.
to exceed expectations and ensure customer loyalty.
                                                                      RETURN ON INVESTMENT
CHALLENGES                                                            >                   >                    >                      >
It’s quite difficult to understand the online experience you’re       Bluefly improved    Tealeaf enabled      With Tealeaf,          Tealeaf allows
delivering when your ‘storefront’ or marketplace is the one           conversion rates    Bluefly to reduce    Bluefly has            Bluefly to exceed
                                                                      with Tealeaf by     the stabilization    dramatically           expectations with
place you cannot see—the browser of the customer. Like other
                                                                      eliminating site    period for their     reduced the time       its web site,
ecommerce sites, Bluefly diligently conducts testing and              obstacles that      new web site         required to            ensuring
quality assurance, but given the site’s complexity and the            previously          by 50%.              diagnose and           continued
variability of each unique user, it’s nearly impossible to ensure     prohibited                               resolve the            customer loyalty.
                                                                      successful online                        problems causing
a flaw-free site.                                                     purchases.                               failed customer
                                                                                                               experiences.
To further complicate matters, Bluefly has a wide but shallow
inventory. Therefore, the site is set up to remove a product
from inventory when the customer adds it to the shopping cart,
rather than at checkout. This means that when someone adds            A NEW APPROACH
an item to the cart, no one else can buy that item. This business     To solve the problem, Bluefly turned to Tealeaf’s online customer
process actually limits the company’s ability to write test           experience management (CEM) solution. With Tealeaf’s replay
scenarios for the site because the company can’t risk taking          ability (a page-by-page, browser-level recording of the actual
products off the shelf that a real customer may want to buy           customer experience), as well as its sophisticated customer
at the same time. What Bluefly needed was a solution that             behavior analysis functionality, Bluefly discovered and resolved
could track and alert the company when customers were                 numerous customer experience flaws on the site—before they
encountering site experience obstacles without adversely              could adversely impact a large number of customers.
affecting inventory levels.
                                                                      But Tealeaf’s robust solution affords even greater benefits to
                                                                      Bluefly. The company’s use of Tealeaf has matured from a reactive
                                                                      troubleshooting tool for the QA and application support teams to
                                                                      a proactive discovery and analysis solution for the ebusiness and
                                                                      site usability teams. In fact, Tealeaf is now a daily, ‘go-to’ for the
                                                                      validation of proposed site optimization decisions.




tealeaf | bluefly   www.tealeaf.com
Bluefly                                                                                                                                                          Visibility.
                                                                                                                                                                 Insight.
                                                                                                                                                                 Answers.




                                                                                            Bluefly.com is our only sales channel and we spend a
                                                                                            lot of marketing dollars driving people to it. With
                                                                                            competition a click away, Tealeaf helps ensure we’re not
                                                                                            losing customers because of bad experiences.
                                                                                            Matt Raines | Vice President of Technology




WIN 1 – THOUSANDS OF DOLLARS RECOVERED FROM                                                 Solution
RESOLUTION OF SIMPLE USABILITY PROBLEM                                                      Bluefly had many tools and monitoring systems at its disposal during
Problem                                                                                     the stabilization period; yet the ebusiness team reported that Tealeaf
In examining shopping cart conversion, Bluefly product managers                             provided the most accurate information for triaging issues. By
noticed a pattern—the majority of customers who had abandoned                               leveraging Tealeaf’s replay capability, as well as having access to
their purchase had opted to pay with BillMeLater. However, the team                         each unique session’s HTTP request and response code, the Bluefly
had no idea why there was such a strong correlation.                                        team was able to quickly categorize data issues from code issues;
                                                                                            identify problem sessions that correlate to a known issue vs. problem
Solution                                                                                    sessions that represent new issues; quantify the business impact of
With Tealeaf, the Bluefly product managers were able to replay a                            each issue (how many customers have been affected by an issue,
sample of these abandoned customer sessions in an effort to rapidly                         how much business is being lost every day because of an issue, etc.);
identify the potential cause of the problem. As it turned out, a large                      and, prioritize the most important issues to resolve.
number of these users hadn’t been able to complete their
transactions because they had failed to check a box indicating their                        Benefit
agreement with certain terms and conditions. The Bluefly site                               Tealeaf was instrumental in enabling Bluefly to focus resources
typically uses a red exclamation point to alert customers to required                       where they would make the biggest improvements and dramatically
input fields, and although that red mark was showing up next to the                         reduce, by 50%, the time required for the site stabilization period as
terms and conditions box, it was appearing in an incorrect and very                         a result.
small font size, which customers were overlooking. The vast majority
of customers neglected to check the box and therefore could not                             ABOUT TEALEAF TECHNOLOGY
complete their transaction. Frustrated, and not able to determine                           Tealeaf provides online customer experience management solutions
what they were doing wrong, many customers were forced to                                   and is the unchallenged leader in customer behavior analysis.
abandon.                                                                                    Tealeaf’s CEM solutions include both a customer behavior analysis
                                                                                            suite and customer service optimization suite. For organizations that
Benefit                                                                                     are making customer experience a top priority, these solutions
With Tealeaf, Bluefly was able to quickly resolve this issue, halting the                   provide unprecedented enterprise-wide visibility into every visitor’s
loss of hundreds of intended buyers and thousands in potential                              unique online interactions for ongoing analysis and web site
revenue per day. More importantly, Tealeaf allowed Bluefly to reverse                       optimization. Online executive stakeholders from ebusiness and IT to
a bad shopping experience for repeat and future customers who                               customer service and compliance are leveraging Tealeaf to build a
preferred to pay for their purchases via BillMeLater.                                       customer experience management competency across the
                                                                                            organization. Founded in 1999, Tealeaf is headquartered in San
WIN 2 – STABILIZATION PHASE FOR A SITE REDESIGN LAUNCH                                      Francisco, California, and is privately held. For more information, visit
HALVED WITH TEALEAF                                                                         www.tealeaf.com.
Problem
Although a luxury for many companies, a planned stabilization phase
as part of a site redesign can minimize the business impact of issues;
but only if those issues can be found, prioritized, and resolved before
the full site launch. After a recent soft launch of the company’s new
ecommerce platform generated a laundry list of issues, the Bluefly
team wondered where they should start.




                                       © Copyright 2009 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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Bluefly Case Study

  • 1. Bluefly: The Ultimate Hook Up for the Fashion Obsessed Bluefly prides itself on its ability to be fast and nimble. Tealeaf helps the company stay agile by providing unprecedented visibility into actual customer behavior and offering true insight into ways the company can further optimize site experience. As a pure-play online retailer, Bluefly is open all day, every day. To maintain its competitive advantage in a crowded, ‘one-click-away’ marketplace, the company focuses on customer CUSTOMER PROFILE experience as a chief differentiator. To that end, Bluefly is Founded in 1998, Bluefly is a leading online retailer particularly interested in gaining a firm handle on the issues featuring on-trend and in-season clothing and customers are experiencing during any given browsing or accessories from over 350 top European and American designers—all at a superior value. Bluefly buying session. By proactively monitoring all key processes, is headquartered in New York City, in the heart of particularly the site checkout process, the company strives the Fashion District. to exceed expectations and ensure customer loyalty. RETURN ON INVESTMENT CHALLENGES > > > > It’s quite difficult to understand the online experience you’re Bluefly improved Tealeaf enabled With Tealeaf, Tealeaf allows delivering when your ‘storefront’ or marketplace is the one conversion rates Bluefly to reduce Bluefly has Bluefly to exceed with Tealeaf by the stabilization dramatically expectations with place you cannot see—the browser of the customer. Like other eliminating site period for their reduced the time its web site, ecommerce sites, Bluefly diligently conducts testing and obstacles that new web site required to ensuring quality assurance, but given the site’s complexity and the previously by 50%. diagnose and continued variability of each unique user, it’s nearly impossible to ensure prohibited resolve the customer loyalty. successful online problems causing a flaw-free site. purchases. failed customer experiences. To further complicate matters, Bluefly has a wide but shallow inventory. Therefore, the site is set up to remove a product from inventory when the customer adds it to the shopping cart, rather than at checkout. This means that when someone adds A NEW APPROACH an item to the cart, no one else can buy that item. This business To solve the problem, Bluefly turned to Tealeaf’s online customer process actually limits the company’s ability to write test experience management (CEM) solution. With Tealeaf’s replay scenarios for the site because the company can’t risk taking ability (a page-by-page, browser-level recording of the actual products off the shelf that a real customer may want to buy customer experience), as well as its sophisticated customer at the same time. What Bluefly needed was a solution that behavior analysis functionality, Bluefly discovered and resolved could track and alert the company when customers were numerous customer experience flaws on the site—before they encountering site experience obstacles without adversely could adversely impact a large number of customers. affecting inventory levels. But Tealeaf’s robust solution affords even greater benefits to Bluefly. The company’s use of Tealeaf has matured from a reactive troubleshooting tool for the QA and application support teams to a proactive discovery and analysis solution for the ebusiness and site usability teams. In fact, Tealeaf is now a daily, ‘go-to’ for the validation of proposed site optimization decisions. tealeaf | bluefly www.tealeaf.com
  • 2. Bluefly Visibility. Insight. Answers. Bluefly.com is our only sales channel and we spend a lot of marketing dollars driving people to it. With competition a click away, Tealeaf helps ensure we’re not losing customers because of bad experiences. Matt Raines | Vice President of Technology WIN 1 – THOUSANDS OF DOLLARS RECOVERED FROM Solution RESOLUTION OF SIMPLE USABILITY PROBLEM Bluefly had many tools and monitoring systems at its disposal during Problem the stabilization period; yet the ebusiness team reported that Tealeaf In examining shopping cart conversion, Bluefly product managers provided the most accurate information for triaging issues. By noticed a pattern—the majority of customers who had abandoned leveraging Tealeaf’s replay capability, as well as having access to their purchase had opted to pay with BillMeLater. However, the team each unique session’s HTTP request and response code, the Bluefly had no idea why there was such a strong correlation. team was able to quickly categorize data issues from code issues; identify problem sessions that correlate to a known issue vs. problem Solution sessions that represent new issues; quantify the business impact of With Tealeaf, the Bluefly product managers were able to replay a each issue (how many customers have been affected by an issue, sample of these abandoned customer sessions in an effort to rapidly how much business is being lost every day because of an issue, etc.); identify the potential cause of the problem. As it turned out, a large and, prioritize the most important issues to resolve. number of these users hadn’t been able to complete their transactions because they had failed to check a box indicating their Benefit agreement with certain terms and conditions. The Bluefly site Tealeaf was instrumental in enabling Bluefly to focus resources typically uses a red exclamation point to alert customers to required where they would make the biggest improvements and dramatically input fields, and although that red mark was showing up next to the reduce, by 50%, the time required for the site stabilization period as terms and conditions box, it was appearing in an incorrect and very a result. small font size, which customers were overlooking. The vast majority of customers neglected to check the box and therefore could not ABOUT TEALEAF TECHNOLOGY complete their transaction. Frustrated, and not able to determine Tealeaf provides online customer experience management solutions what they were doing wrong, many customers were forced to and is the unchallenged leader in customer behavior analysis. abandon. Tealeaf’s CEM solutions include both a customer behavior analysis suite and customer service optimization suite. For organizations that Benefit are making customer experience a top priority, these solutions With Tealeaf, Bluefly was able to quickly resolve this issue, halting the provide unprecedented enterprise-wide visibility into every visitor’s loss of hundreds of intended buyers and thousands in potential unique online interactions for ongoing analysis and web site revenue per day. More importantly, Tealeaf allowed Bluefly to reverse optimization. Online executive stakeholders from ebusiness and IT to a bad shopping experience for repeat and future customers who customer service and compliance are leveraging Tealeaf to build a preferred to pay for their purchases via BillMeLater. customer experience management competency across the organization. Founded in 1999, Tealeaf is headquartered in San WIN 2 – STABILIZATION PHASE FOR A SITE REDESIGN LAUNCH Francisco, California, and is privately held. For more information, visit HALVED WITH TEALEAF www.tealeaf.com. Problem Although a luxury for many companies, a planned stabilization phase as part of a site redesign can minimize the business impact of issues; but only if those issues can be found, prioritized, and resolved before the full site launch. After a recent soft launch of the company’s new ecommerce platform generated a laundry list of issues, the Bluefly team wondered where they should start. © Copyright 2009 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