Saks Fifth Avenue’s Senior Director of Product Management Jordan Lustig sat down with our CEO George recently to discuss how Saks is using TurnTo Q&A.
Saks is always looking for ways to improve their customer experience. They have a fact-based, customer first culture. Content plays an integral part in crafting a great shopping environment, and Saks recognizes that the customer has a voice and wants to use it.
Jordan began the conversation with TurnTo as a way to:
- Increase the amount of user generated content on the Saks website
- Create more relevant content
- Fill in the gaps of product categories that were low in product reviews
It was important to Saks for customers to get their questions answered while in the purchase funnel. TurnTo Q&A is able to get shoppers those answers immediately without any staff involvement (through Community Q&A).
In this video, Jordan talks about how impressed he is by the speed of the answers and ability to post those responses in real time. TurnTo is crowd sourced and reactive, so there is no burden on the Saks staff. And customers love it because they get a quick, informed response to their question that is much more relevant than reviews that can be overly general and time consuming to read.
Saks has seen tremendous success with the program; in fact TurnTo emails drive one of the highest conversion rates across all marketing initiatives. And that lift has not only been from people asking questions, but also those shoppers who are answering and browsing the Q&A content.
An additional benefit to Saks has been the merchandising insights delivered by TurnTo, which Saks credits with bridging product content gaps and uncovering user experience issues.