More than half of the maternity apparel retailer’s online traffic comes from mobile shoppers.
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But Cavens says Blue Nile isn’t evaluating the new feedback application in terms of direct ROI. The real payoff is in the business intelligence it provides about the customer experience on the site. “We are not so much measuring the success of the tool as seeing the value in using it more and using the data we get out of it more,” he says.