The Guild's The Artful Home
The Guild, an online retailer of home decor and art products, was struggling to understand its customers and what was driving their purchases. The Guild had tried traditional market research techniques, with little success, so when remodeling their website in 2007, the company chose Networked Insights to help them gain customer intelligence through social media. Networked Insights allows companies to listen to their customers where they are already talking online -- in social networks, blogs, forums and other social media outlets. For The Guild, Networked Insights gathered intelligence from the customer-to-customer interactions within their customer network, The Artful Community, and delivered actionable data that helped The Guild improve its business by listening to the customer. Using Networked Insights' technology, The Guild was able to launch a successful customer community, The Artful Community, and gain customer intelligence that helped to increase site time, average order value (AOV), customer acquisition and conversion rates, as well as cross and up-sell opportunities. Listening to the community also helped The Guild to redirect its strategy towards what its customers were most interested in, home décor. \"As a result of what we learned, we [focused] first on ideas for home decorating,\" said Toni Sikes, founder and artistic advisor of The Guild. After launching The Artful Community, The Guild saw the following results:
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