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Zale Corporation Deepens Customer Engagement and Loyalty
March 10, 2009
Customers on Zales.com share real-life stories about the celebrations in their lives and the role Zales played in making them memorable
Bazaarvoice, a provider of hosted social commerce applications that drive sales, yesterday announced that Zale Corporation, a leading specialty retailer of fine jewelry in North America, has launched Bazaarvoice Stories to empower customers to share their real-life stories about Zales and Gordon's Jewelers products.
Zales, which has been successfully using Bazaarvoice Ratings & Reviews for over a year, added stories to create an online destination (lovestories.zales.com) that features customers’ own narratives about the celebrations in their lives, and the role that Zales played in making these days special.
"The jewelry business is one that’s built on people’s personal stories, since fine jewelry is often given to celebrate joyous occasions like weddings, birthdays, the birth of a child and special holidays," says Steve Larkin, executive VP and chief marketing and e-commerce officer of Zale Corporation. "Bazaarvoice Stories gives Zales customers a place to share their own love stories—whether humorous or heartfelt. This user=generated content is a great resource to connect shoppers with each other—and to build brand involvement and loyalty in an authentic and organic manner."
Zales—a part of Zale Corporation's $2 billion company with 2,100 retail jewelry stores across the United States, Canada and Puerto Rico—promotes the Love Stories initiative, powered by Bazaarvoice Stories, on its homepage and via a targeted e-mail campaign, encouraging the thousands of people who have reviewed products on the Zales site to share their own personal stories. The company also promotes Love Stories through sweepstakes and contests that drive participation.
"Zales has been a pioneer in listening and responding to their customers via ratings and reviews, and their launch of our Stories product is just another milestone on their path to complete customer engagement," says Brett Hurt, founder and CEO of Bazaarvoice. "Studies prove that when customers engage with one another by sharing their real-life stories about certain brands or products, they become more loyal to the brand, purchase more products and become brand evangelists to their friends and community."
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