Rich Storytelling Content

Challenge

Case Study | Accessories

Through their brand Persona, First Jewelry creates and markets a popular collection of interchangeable silver charms that can be worn on bracelets and necklaces. These items inspire women to create one-of-a-kind jewelry pieces that express their personality and style. Because creativity is at the heart of what they sell, when Persona was ready to expand their online presence and ecommerce channel, they needed to include rich content that would engage and delight their shoppers. And their marketing team also wanted the ability to build and publish this content themselves.

But with the tools at their disposal, these creative goals were out of reach. The extended process was taxing on both their budget and their schedules. From initial design, to development, to publication, site changes could take up to three weeks. And every interactive digital experience was an additional cost from their external development team– buying guides, quizzes, videos all came at an added price. The First Jewelry brand and ecommerce teams had a mile-long creative content wish list, but kept running into obstacles along the way.

increase in conversion rate

81%decrease in bounce rate

58%decrease in

production time

95%

Solution

About Zmags

Results

When Brand Manager Astrid Henninger came across Creator by Zmags, she recognized the opportunity to bring their Persona charms to life with a single tool. Within two weeks, the first Persona experience went live. There was no back-and-forth with development; instead, the First Jewelry marketing team did everything from design to publishing without the need for IT assistance.

With Creator, time from design to publication has changed from three weeks to two days – a 95 percent decrease in production time. The First Jewelry team is no longer limited by development team schedules, or beholden to the costs of outside resources. They are driven by creativity and collaboration, with new interactive blog posts continually highlighting their latest collections. From whimsical experiences featuring their Peanuts character charms to a celebration of the 50th anniversary of the Beatles’ album “Sgt. Pepper,” First Jewelry is making the most of every opportunity. And they’re doing it with rich content.

Zmags helps ecommerce marketers create and publish rich digital experiences through a user-friendly interface that requires no IT involvement. Using Creator

by Zmags, brands can create fresh, shoppable content that drives product discovery and inspires consumers to purchase. Creator integrates with all leading

ecommerce and content management platforms enabling marketers to optimize their website content. Leading brands like Ethan Allen, Harvey Nichols, New

York & Company, Vivienne Westwood, All Things BBQ, and Godiva use Creator by Zmags to deliver interactive and entertaining shopping experiences with rich

content like buying guides, quizzes, lookbooks, video, and more. To learn more, visit www.zmags.com.

With Creator, the First Jewelry team is building rich, inspirational content that reflects the Persona brand’s unique personality. Their charms create passion in their shoppers, and now their content tells their unique story. With engaging content that inspires, customers stay involved and shopping, evident in their reported bounce rate decrease of 58 percent.

The purchase process for shoppers was improved as well. Before Creator, if a shopper wanted to purchase an individual charm, they had to navigate to a product grid to find it and add it to the shopping cart. Now, the shopper can simply click any charm to activate a quickview and make an immediate purchase. The process is streamlined and their metrics reflect this; one Creator-built experience saw an 81 percent increase in sales conversions. Beyond just a surge in revenue, the First Jewelry brand and creative teams have brought the vision of their Persona brand to life, without the need for development assistance.

- Astrid Henninger | Brand Manager

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