HOLLAND & BARRETT
A customer feedback 'port of call'
Leveraging customer insights to deliver personalised ecommerce experiences.
GetFeedback had a large influence on the decisions regarding the vision, position and launch of our Healthbox initiative.
–Michelle Hodgson, digital optimisation manager, Holland & Barrett
THE CHALLENGE
A multitude of customer journeys
Holland & Barrett offers a large variety of customisable health & wellness products and packages. The multifaceted nature of the retailer’s offerings and variety of customer personas made tracking customer journeys overwhelming. H&B needed in-depth visibility and insight to satisfy the needs of its customers.
THE SOLUTION
A customer insight “port of call”
H&B captures customer feedback through in-page widgets and omnichannel surveys and shares the detailed insight with key stakeholders across the organisation.
Identify and eliminate design flaws and bugs
Using GetFeedback’s customisable in-page widgets, H&B gathers real-time feedback to discover bugs and UX issues that prevent customers from making a purchase. By fixing a specific UX issue, H&B has seen improved conversion rates.
Tap customer insight for successful product launches
Data from GetFeedback guides price and positioning. H&B found that customers doubted the nutritional value of their Healthbox subscription. By adding nutritionist testimonials, H&B built credibility and drastically increased conversions.
Communicate customer insights to multiple stakeholders
Every team at H&B uses customer feedback to optimise user journeys. With GetFeedback, H&B sets up automated emails to stakeholders with customised information that provides each team member with role-specific action items.
THE RESULT
Personalised customer experiences
GetFeedback serves as a guide for improvement in the customer experience, equipping every team at H&B with actionable data. H&B manages, tests and iterates enhancements specific to individual buyer personas, ultimately creating stronger and more personalised purchasing experiences.
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