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Reidy's Home of Music, located in Lancashire, England, is a family run business serving the needs of area musicians, from beginner to professional. With over 88 years of experience in matching musicians to instruments, Reidy's has considerable expertise to offer its customers. That expertise is a major attraction for many musicians, and has earned the store sustained customer loyalty. In 2001, Reidy's launched a website so that it could extend their market reach and serve musicians throughout the UK. Today, the company does a brisk business in keyboards, pianos, amps, guitars, studio equipment, sheet music and more via the web.
Reidy's website had become a bit old-school to the Reidy family, and they began to plan a redesign that would, in the words of Mike Weal, MIS/IT / Business Development manager, "bring it into the present." Concerned as always with the customer experience, Mr. Weal wanted to discover what their new and loyal customers wanted in the site. "We didn't really know how people shopped for instruments and musical supplies, so we just made assumptions that were reflected in the navigation."
Another mystery: Unsatisfied customers. Knowing when a visitor is satisfied with the site's products and prices is easy because they place orders. But what about the people who came to the site, clicked around, and left without converting? Reidy's had no mechanisms for identifying who those people were, and why they responded the way they did.
Reidy's implement Kampyle Feedback on its site and began to collect visitor feedback. The feedback form is customized to address the needs of musicians, with categories that include "Product and Prices" and "I can't find..."
"Visitor feedback opened our eyes to issues we hadn't spotted on our own. For instance, we learned that people wanted brand-based navigation," said Mr. Weal. "We received a lot of feedback and I have to say, it was all good."
Kampyle's feedback forms invite visitors to include their contact details when submitting feedback, and to Reidy's delight, following up with them is both easy and profitable. In fact, Reidy's is able to convert 25% of those visitors into customers, which has enhanced the ROI of their site, and their Kampyle feedback solution.
"The feedback channel has created a nice revenue stream, which we hadn't expected. The revenue comes from listening to the visitor's concern, and following-up with a solution. For instance, we just sold a £700 guitar to a visitor who wrote in his feedback form that our list price was more than he could pay. Since he included his contact information, we were able to call him and agree on a price that he was comfortable with. That's a £700-pound sale that we would never have even known we lost in the days before Kampyle feedback," said Mr. Weal.
