As a pure-play online retailer, Bluefly is open all day, every day. To maintain its competitive advantage in a crowded, ‘one-click-away’ marketplace, the company focuses on customerexperience as a chief differentiator. To that end, Bluefly is particularly interested in gaining a firm handle on the issues customers are experiencing during any given browsing or buying session. By proactively monitoring all key processes, particularly the site checkout process, the company strives to exceed expectations and ensure customer loyalty.
Challenge: It’s quite difficult to understand the online experience you’re delivering when your ‘storefront’ or marketplace is the one place you cannot see—the browser of the customer. Like other ecommerce sites, Bluefly diligently conducts testing and quality assurance, but given the site’s complexity and the variability of each unique user, it’s nearly impossible to ensure a flaw-free site. To further complicate matters, Bluefly has a wide but shallow inventory. Therefore, the site is set up to remove a product from inventory when the customer adds it to the shopping cart, rather than at checkout. Read further about Bluefly
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