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Zale customers to share their love stories

March 09, 2009

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Dallas--Zale Corp. has added a new, emotion-emphasizing element to its Web site that encourages customers to share the stories behind their jewelry.

Powered by Austin, Texas-based technology company Bazaarvoice, which also handles the ratings and reviews section of Zale's Web site, the new element can be found here and will feature customers' narratives about their own special moments--such as marriage proposals--that included jewelry from Zales and Gordon's Jewelers.

"The jewelry business is one that's built on people's personal stories, since fine jewelry is often given to celebrate joyous occasions like weddings, birthdays, the birth of a child and special holidays," Steve Larkin, Zale's executive vice president and chief marketing and e-commerce officer, said in a media release. "Bazaarvoice Stories gives Zales customers a place to share their own love stories--whether humorous or heartfelt. This user-generated content is a great resource to connect shoppers with each other--and to build brand involvement and loyalty in an authentic and organic manner."

Zale will promote its Love Stories initiative on its homepage via a targeted e-mail campaign and also through sweepstakes and contests intended to drive participation.

"Zales has been a pioneer in listening and responding to their customers via ratings and reviews, and their launch of our Stories product is just another milestone on their path to complete customer engagement," Bazaarvoice founder and CEO Brett Hurt said in the release. "Studies prove that when customers engage with one another by sharing their real-life stories about certain brands or products, they become more loyal to the brand, purchase more products and become brand evangelists to their friends and community."

With about 2,120 stores in the United States, Canada and Puerto Rico, Zale ranks as the largest jewelry retailer in North America by store count according to National Jeweler's latest State of the Majors report.
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