Issue: May 2009


Largest Direct Marketer of Automotive Parts Increases Conversions Using Omniture and Bazaarvoice



JC Whitney Sees 16 Percent Lift in Sales and 23 Percent Reduction in Return Rates in Six Months

by Jon Knox

Bazaarvoice Summit -- Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that JC Whitney, the largest direct marketer of automotive parts and accessories, achieved a 16 percent improvement in sales for products with strong consumer ratings and a 23 percent reduction in return rates for products that included Ask & Answer(TM). These results were achieved by integrating information from Omniture SiteCatalyst with Bazaarvoice Ratings & Reviews and Ask & Answer(TM). JC Whitney combined data from the products to measure the value of social engagement on its Web site.

JC Whitney was also able to improve product merchandising on its site. The company discovered that consumer reviews or answered questions on products increased sales by 8 percent overall, which led JC Whitney to encourage merchants to interface directly with the customer base by answering product questions posed by visitors and to then use customer feedback and online analytics data to improve products and merchandising.

"Prior to using Omniture and Bazaarvoice, we were unable to determine the effect our social engagement initiatives had on customer behavior and conversion," said Geoffrey Robertson, GM & Vice President, Ecommerce for the Whitney Automotive Group. "This data has not only proven the value of social engagement for our business, but it has also helped create a more collaborative environment between our merchandising and marketing departments. We can easily see what programs are having the greatest impact on conversion and where we have an opportunity to improve. It's much more synergistic and it's empowering the organization to take control."

Bazaarvoice is an accredited Omniture Genesis community ratings and reviews partner. For a more detailed success story featuring JC Whitney and its use of Omniture SiteCatalyst and Bazaarvoice, please visit www.omniture.com/en/resources/case_studies and Bazaarvoice.com.

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