BaubleBar, which last relaunched in June of 2011, unveils a brand new site today. All aspects of the new look and navigation were informed by careful data collection, which, as we keep saying, is the most important new thing for retailers to be doing. BaubleBar’s new features look like a prime example of the good that can come out of when it’s effectively put into practice.
The site is undergoing a multi-stage roll-out, with the first phase offering customers more personalized pieces, exclusive collections, and original content featuring expertise from the in-house editorial team. They’re also launching a “Guest Bartender” program, featuring capsule collections from style partners. After working with big names like Nina Garcia and the Man Repeller, and seeing that these partnerships outperformed all others about four times over, across all metrics (traffic, conversion, sales, social lift — effective data collection!), the Guest Bartenders are becoming a permanent feature.
The new BaubleBar also offers more personalized attention from the customer experience arm, who’ve essentially been rebranded into a consumer facing entity known as the SWAT Team. The service offers a completely interactive customer experience. Users can submit photos of dresses to accessorize, Pinterest boards for inspiration, budget restrictions, sizing preferences, and so on, and the team will incorporate all of this information into relevant jewelry suggestions. Customers can chat with SWAT Stylists over email, appointment-based video chats, or visit The Bar (sounds a little like Apple’s Genius Bar) at the brand’s New York flagship.
This is a smart move. By branding the customer service arm, the customer became more aware of them as a resource, thereby encouraging interaction. As this increased, the team was able to curate data on shoppers’ preferences, key life events, and order history, ultimately leveraging it to form the final SWAT service, and, you know, increase sales. After beta testing the SWAT service for five months, BaubleBar saw a 300% lift in average order value and a 250% lift in the frequency by which customers returned to shop.