Bluefly uses Tealeaf's customer experience management solution to gain visibility into customers' online browsing and purchasing sessions in order to optimize the customer experience on its website. Tealeaf allows Bluefly to identify and resolve issues like small text preventing customers from completing purchases, reducing stabilization time for a new website redesign. Tealeaf's session replays and analytics help Bluefly prioritize problems to improve conversions and ensure customers are not lost to competitors due to bad online experiences.
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