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The path to customer centricity: Take it from someone who’s been there

Brandy Rinehart

The Path to Customer Centricity

Brandy RinehartOnline Merchandising Director

The Container Store

Agenda

• History of the Container Store• Why We Chose Bazaarvoice• Why We’ve Been Successful• Overview of The Container Store Programs

– Ratings & Reviews– Question & Answer– Stories

• Generating & Leveraging Content• Celebrations & Benefits

History of The Container StoreThen…. And now….

History of The Container Store • Founded in 1978• 66 Stores nationwide with more opening this year!• Named by FORTUNE magazine to its annual list of 100 Best Companies to

Work For®, 15 years in a row• Employee-first culture

Why We Chose Bazaarvoice

• At The Container Store, we want to be special and different. We strive to offer a retail experience unlike any other.

• We really LISTEN to our customers!• We needed a way to extend the level

of service customers have come to expect when they are in our stores, to our online shoppers.

• The partnership between The Container Store and Bazaarvoice just seemed like the PERFECT solution!

Why We’ve Been Successful• Involvement

– Buyers & Assistant Buyers: 1 and 2 star review alerts– 3, 4 and 5 star reviews are also reviewed

• Taking it a step farther– Reach out to customers personally– Follow up with Store teams– Distribution Center follow-up – Post public responses

• Commitment– Every single customer comment or question is read– Buying teams dedicate time each week to Bazaarvoice

• Education– All new employees within our Buying Department receive training on Bazaarvoice and

the Intelligence tool.– Reminding Buyers that there can be power in negative reviews!

Our Goal? HAPPY Customers!

• We wanted to not only listen to our customers, but provide them with the BEST service possible.

– Unlock actionable insights– Laser focus on driving

product and marketing innovation

– Easily deliver insights to the right decision maker so they can take action

Fiscal 2013 Ratings & Reviews Summary

• Over 18K submitted reviews

• 74% of products with review content

• 4.55% average rating

• 4% rejection rate

• 11% of visits interact with content– +96% conversion lift for those visits– +88% revenue/visit lift for those visits

Ratings & Reviews Submission Trends

Fiscal 2013 Question & Answer Summary

• 1,807 questions and 1,806 answers

• 6% rejection rate for questions; 1% rejection rate for answers

• Average time to answer is 40 hours

Stories

Generating Content….

…Then Leveraging Content

CELEBRATIONS & BENEFITS

Reduce Return Rates by Identifying & Fixing Product

Defects Quickly

Improve Product Usability by Enhancing Features

Regulate Quality Control Issues with Vendors

Decrease Customer Service Costs by Identifying Copy Gaps Early

Customers Remind Us When We Forget

Our Vendors Pay Attention, Too

Almost perfect..I wish they had done a completely square door w/ a ribbon pull tab for the other side instead of having a little notch for your finger to open it.

Food for Thought…

Source: December 2013 Fluid survey

Questions?