New Web-based custom candle design app increases orders, cuts costs and pays for itself in six months.
Yankee Candle, a maker of premium scented candles, needed a better way to
sell custom-designed candles and accessories.
The candle-maker was finding that the intricate process customers needed
to go through to order custom candles was severely bogging down its call
centers. Every order required customers to configure a combination of label
types, fragrances, custom messages, ribbons and flowers. Orders were so complex
that 95% of them required at least a 20-minute phone call to order.
Yankee Candle decided to move the whole process onto the Web. It teamed
up with Molecular, an e-business application specialist, to build a Web
application that streamlines the whole process. Built using Macromedia Flash
technology, the application steps customers through the process of designing
their custom candles, letting them pick and choose materials from five separate
product lines. Customers can see their products take shape as they make each
design change and compare design elements on the fly, all without ever having to
refresh the browser window.
Since implementing the feature last year, Yankee Candle has seen an
increase in customer satisfaction that it attributes to the fact that users can
instantly see how their customized candles look before they purchase them. The
application has also served to reduce the 20-minute phone call per order to a
five-minute online task.
“Like any business, we are constantly looking for new ways to delight our
customers, increase revenue and optimize efficiency for all of our sales
channels,” said Dennis Shockro, vice president of information system at Yankee
Candle. “Our new “Make a Memory” application directly supports these goals by
offering our customers a simple, yet engaging experience, while cutting the
costs typically associated with our call center.”
In fact, since its implementation, Yankee Candle has seen a 25% increase
in the average custom candle order, a 70% decrease in call center volume related
to custom candles and a return on its initial investment in less than six
months.
“Today’s online shopper demands more in terms of functionality, and
experiences like “Make a Memory” engage customers and guide them through the
processes in ways that simple static Web pages never could,” said Darryl Gehly,
vice president of corporate development at Molecular. “It provides an experience
that ultimately leads to increased customer satisfaction and sales.”
To view the application, visit Yankee Candle here.
Web Design 
