Sweden's leading online entertainment retailer uses Tealeaf to gain unprecedented visibility into its online channel. As a result, Ginza has made significant improvements in customer conversion, satisfaction and retention.

1. Ginza:
Sweden’s leading online entertainment retailer
Ginza uses Tealeaf to gain unprecedented visibility into its
online channel. As a result, the company has made significant
improvements in customer conversion, satisfaction and retention.
Ginza is Sweden’s leading online music and entertainment retailer.
The family-owned business was established more than 40 years
ago, originally as a mail-order company. Now the Ginza web site CUSTOMER PROFILE
(www.ginza.se) is the company’s primary source of revenue, with
Privately owned for more than 40 years, Ginza is
85% of customer orders taking place online. Given the critical Sweden’s leading online entertainment retailer.
importance of the online channel, it is crucial that every one of its Having begun as a mail-order music company, the
business has grown to include DVD and game
40,000 daily site visitors receives a seamless customer retailing. Ginza has come a long way since first
experience and is able to successfully complete any transaction. establishing a web presence in 1998, and is now one
of the country’s best recognized online brands.
CHALLENGES
With Ginza’s online channel playing such a pivotal role in its RETURN ON INVESTMENT
revenues, improving customer experience was one of the
> > >
company’s top priorities. Using web analytics, Ginza was able to Achieved an ROI from Increased online Identified and resolved
identify customers that dropped off at particular points in the Tealeaf after only three conversion rates by 15% hundreds of previously
days with help from Tealeaf unknown site problems
buying process, but the company often struggled to identify
with assistance from
precisely why these customers abandoned. Did they experience Tealeaf
site or application problems that caused endless loops or other
frustrations? Was the checkout process too hard to complete?
Web analytics solutions were not designed to answer these
behavior-based questions. The strength of these solutions lies in
providing quantitative information on high-level metrics like
revenue and orders, so they are typically of little use for site A BETTER APPROACH
optimization efforts. Determining precisely why customers behave as they do was of
the utmost importance, as Ginza saw this information as key to
Further complicating matters was the challenge of connecting increasing revenues and enhancing customer satisfaction. Based
the dots between call center feedback and site defects. The on their need to better understand customers, Ginza turned to
infrequent feedback provided by frustrated site visitors was Tealeaf for an online customer experience management (CEM)
usually vague and did little to help identify the source of solution that provides the reporting capabilities of a web analytics
customer experience problems. As a result, low conversion and solution while also delivering the ability to drill-down into the
poor customer satisfaction continued unabated. qualitative insights of real customer behavior. No longer
hypothesizing about site trends, Ginza now leverages Tealeaf’s
unique replay ability (a page-by-page, browser-level recording of
the actual customer experience) to quickly diagnose and fix the
problems causing poor customer experiences.
And the ROI was nearly immediate. Within three days of
implementation, Ginza identified and resolved a payment provider
issue that was adversely affecting nearly 1% of all site transactions.
Ginza’s savings was substantial and more than covered the cost of
its investment in Tealeaf.
tealeaf | ginza www.tealeaf.com

2. Ginza Visibility.
Insight.
Answers.
From the moment Tealeaf was implemented, we received
instant returns. The insights from the solution made us sit
up and realize exactly how little we actually knew about
how customers were using our web site.
Johan Sävenstrand | IT Manager at Ginza
WIN 1 – GINZA AVERTS A HOLIDAY DISASTER WITH VISIBILITY Benefit
PROVIDED BY TEALEAF After using Tealeaf to identify the issue, it only took minutes for
Problem Ginza to rectify the problem. Upon resolution, conversion rates
In light of the high percentage of Ginza’s annual revenues that comes improved dramatically and revenues increased across the site.
during the holiday season, it is critical for the site to work properly Without Tealeaf in place, it would have taken Ginza days, even
during this period. High transaction volumes during that season weeks, to determine the exact cause of the issue, potentially causing
necessitate a largely automated fulfilment process. So when more thousands of lost transactions.
than 2% of holiday orders were suddenly returned with incomplete
addresses, Ginza needed to identify and resolve the issue immediately. WIN 3 – PROACTIVE CUSTOMER EXPERIENCE MANAGEMENT
HELPS SAVE A MARKETING CAMPAIGN AND LIMIT CUSTOMER
Solution FRUSTRATION
Tealeaf captures every user session, which enables Ginza to recognize Problem
and rectify any variety of site issue. In this case, Ginza replayed Ginza often utilizes email marketing campaigns to drive site traffic.
customer sessions and noticed that not all order information was But ensuring the success of these campaigns can be a challenge, as
being pulled into a back-end system, causing some shipping labels to unforeseen issues can disrupt their impact. Recently, Ginza offered a
be left blank. With this insight, Ginza was able to quickly resolve the deep discount on top merchandise in one such campaign, but
issue. Furthermore, because Tealeaf captures form field information, noticed that sales had not increased as anticipated.
the company was able to contact each affected customer and report
the problem. Solution
Because Ginza uses Tealeaf to monitor key performance indicators, the
Benefit company was notified that a site error had caused customers to
With the cause of the issue clearly identified in Tealeaf, Ginza was abandon their transactions. By replaying sessions in Tealeaf, Ginza
able to ensure all holiday orders were received on time. Tealeaf also noticed that the error originated from the discount code field. It turned
enabled Ginza to provide an additional layer of customer service out that Ginza had not activated the code, and thus, customers were
during the holidays, which helped further improve customer unable to receive the discount promised in the email campaign.
satisfaction and retention.
Benefit
WIN 2 – TEALEAF HELPS RESOLVE A SIGNIFICANT Using proactive customer experience management, Ginza was able
CONVERSION ISSUE ON A NEWLY IMPLEMENTED DANISH SITE to minimize the impact of the coupon error. Out of 100,000 coupon
Problem codes distributed for the marketing campaign, only 20 customers
In an effort to continue its rapid growth throughout Europe, Ginza were unable to complete their transactions. Tealeaf insights enabled
recently expanded its web presence into Denmark and Finland. New Ginza to improve the ROI of its campaign and keep its customers
sites, however, often encounter unexpected challenges, as was the highly satisfied.
case with the company’s Danish site. Far fewer orders were placed on
the Danish site compared to the Finnish site, leaving Ginza perplexed ABOUT TEALEAF TECHNOLOGY
by the relatively low conversion rates. Tealeaf provides online customer experience management solutions
and is the unchallenged leader in customer behavior analysis.
Solution Tealeaf’s CEM solutions include both a customer behavior analysis
Replaying visitor sessions in Tealeaf, Ginza noticed a problem in the suite and customer service optimization suite. For organizations that
checkout process. When customers reached the postal code field in are making customer experience a top priority, these solutions
the shipping form, which was deep within the funnel, they received a provide unprecedented enterprise-wide visibility into every visitor’s
site error message. Upon further investigation, Ginza realized the new unique online interactions for ongoing analysis and web site
site used the same checkout process as the Swedish site, which optimization. Online executive stakeholders from ebusiness and IT
required a postal code of five digits. However, Danish postal codes to customer service and compliance are leveraging Tealeaf to build
require only four digits and customers were unable to enter the a customer experience management competency across the
correct digit sequence. Unfortunately, they had no choice but to organization. Founded in 1999, Tealeaf is headquartered in San
abandon their transactions. Francisco, California, and is privately held. For more information,
visit www.tealeaf.com.
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