Putting the customer first – and increasing sales by 433%
Now firmly established as the largest independent wholesale audiobook retailer in the world, this wasn’t always the case for American B2B merchant Recorded Books Inc.
Delivering audiobooks, eBooks, eMagazines, movies, learning programmes and more into libraries, military bases, private libraries and renowned B2C retailers such as Audible and audiobooks.com, Recorded Books grew on the back of evolving technology. This was the time of rapid transformation from the decline of physical books and CDs, to the rise of MP3s and streaming.
Growing the online business
Being a progressive business, Recorded Books was looking to grow its online presence, but didn’t know how. It knew it needed to do something, seeing how it was losing ground to competitors, but wasn’t sure exactly what was needed.
And so, in 2013, Recorded Books turned to Distinction to improve its customers’ digital experience. Knowledge of what its audiences were looking for was critical. So we started by conducting research and discovery over a three month period. It sounds a lot, but this time was needed to interrogate a worldwide customer base.
Digging deeper to reveal the real need
We ran 25 face-to-face workshops in the US, travelling around to meet different customer types, shadowing them to see first-hand how they interacted with the Recorded Books website. We performed the same deep dig in the UK, and ran online workshops with customers in Australia, another major customer base, overcoming time difference challenges with 4.00am meetings.
Slowly, steadily, we learnt what customers wanted from the site. Broadly, this was simplicity, with customers expecting an easy-to-use, slick and robust website.