Michael Relich, Executive Vice President and Chief Information Officer, Guess?, Inc.
Category
  • Data to Decisions
The Project

Michael Relich, Executive Vice President and Chief Information Officer, helped make Guess?, Inc. become discovered in long tail searches, which are very focused and convert a lot better than big search terms, by implementing BloomReach’s cloud marketing platform. BloomSearch, powered by the Web Relevance Engine, analyzes billions of queries and websites daily to get content found, creating better user experiences and making businesses more profitable with 94% more quality traffic. 

The Technology

BloomReach

Metrics Matter

The Guess? site has experienced significant increases in natural search traffic; year-over-year growth was 16% in December 2011 and 24% in January 2012. In addition, the company saw a 24% lift in the number of queries driving traffic. These new visitors represented high-quality leads, which converted at a rate 50% higher than the site’s non-navigational natural search conversion rate. After just seven months, BloomReach generated visits now drive approximately 25% of non-branded natural search revenue for Guess?, Inc.

Disruptive Factor 

Launched in February 2012, BloomSearch is the market’s first real-time, algorithmic natural search discoverability product. BloomSearch reveals relevant website content that is most desired by consumers—content that is driven by high-converting, long-tail, natural search traffic. BloomSearch demonstrates strong business value and delivers an instantly gratifying search experience for consumers by identifying the right content when and where they want it. 

Shining Moment

BloomReach has become a core component of the Guess?, Inc. e-commerce strategy, making the site more competitive without diverting resources from important brand-building activities. BloomReach has given Guess?, Inc. opportunities to engage customers whom they would not normally be able to engage and to immerse them in the brand experience.

 

ABOUT Guess?, Inc.

Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores, its e-commerce sites, and better department and specialty stores around the world.