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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Ginza.se Case Study
1. Ginza:
Sweden’s leading online entertainment retailer
Ginza uses Tealeaf to gain unprecedented visibility into its
online channel. As a result, the company has made significant
improvements 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 years
ago, 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 is
85% 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 game
40,000 daily site visitors receives a seamless customer retailing. Ginza has come a long way since first
experience 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.
CHALLENGES
With Ginza’s online channel playing such a pivotal role in its RETURN ON INVESTMENT
revenues, improving customer experience was one of the
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company’s top priorities. Using web analytics, Ginza was able to Achieved an ROI from Increased online Identified and resolved
identify 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 problems
buying process, but the company often struggled to identify
with assistance from
precisely why these customers abandoned. Did they experience Tealeaf
site or application problems that caused endless loops or other
frustrations? Was the checkout process too hard to complete?
Web analytics solutions were not designed to answer these
behavior-based questions. The strength of these solutions lies in
providing quantitative information on high-level metrics like
revenue and orders, so they are typically of little use for site A BETTER APPROACH
optimization efforts. Determining precisely why customers behave as they do was of
the utmost importance, as Ginza saw this information as key to
Further complicating matters was the challenge of connecting increasing revenues and enhancing customer satisfaction. Based
the dots between call center feedback and site defects. The on their need to better understand customers, Ginza turned to
infrequent 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 analytics
customer experience problems. As a result, low conversion and solution while also delivering the ability to drill-down into the
poor 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