Customer review tool is key for ScS

Upholstered furniture and floorcoverings retailer ScS has revealed a number of recent developments with the consumer in mind.

To enhance digital growth, ScS has opened its digital hub within its expanded Coventry store and increased the size of its team. “Locating the hub in a store allows the team to gather real-time feedback from our retail team and our customers,” the company said.

ScS has also increased the use of ‘A/B’ testing to show online customers two different versions of a page when they visit the site.

“We then track and compare the impact on factors such as website dwell time, interactions, conversion and revenue per session. The testing allows us to gauge what is successful and implement improvements.”

Furthermore, ScS has added a new function where customers can leave product reviews, which it says is a key consideration for when consumers make a purchase.

“The newly added functionality to leave product reviews now allows customers to view the opinions of other customers on the value, quality, comfort and design of our products. Research shows customers value the thoughts and opinions of others when making a purchase. The reviews will also allow us to ensure that our products are meeting our customers’ expectations,” ScS said.

“Attracting potential customers to our website is key to improving online performance and we have recently recruited a Head of Acquisition with this in mind. We are building our econometric model to help track, analyse and improve the online journey, working with new partners to help improve our social media presence, our paid-search investment, and the search engine optimisation of our site. Applying statistical analysis allows us to continually monitor and adjust every change we make to drive our online success.”

ScS said it is ‘pleased with the progress’ and its online order intake has grown by 55.8% when compared to the equivalent 26 week period to 25 January 2020.

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