Everyday thousands of visitors come to the Bridge Beyond website for help regarding a recent death in the family. As the stress of a recent death often leaves the bereaved shocked and a blank mind as what to do next, Bridge Beyond provides many tips and checklists to help these visitors to take the next step. Bridge Beyond did have a shop as a service offering for visitors, however many visitors were not able to find what they wanted or needed. After much feedback, it became known that the shop was cumbersome and needed a redesign.
Management set out on a strategy to increase organization in the shop. First, it was determined to move away from an in-house shop solution to working with an external shop infrastructure. After a long selection process, Bridge Beyond decided to go with the Amazon shop infrastructure due to its friendly interface, ease of integration and reputation which would give customers a great sense of security. Second, the product selection team needed to completely reorganize the offering of products into groups that would best help customers. The largest area of resorting was in the book offering which is now divided into general books on death, books on grief and books on Wills & Estates. Lastly, with the new Amazon infrastructure, Bridge Beyond was able to offer its lists of songs for funerals and memorials as music downloads, rather than just lists, which was much more convenient for customers. As a result, in the short amount of time since the relaunch, feedback from customers has been very positive. Overall sales are up and customers appear to be much more satisfied.
