Case Study: Johnston & Murphy achieves faster customer answers, higher engagement, and increased conversions with Bazaarvoice Conversations

Johnston & Murphy Carries On Tradition Of E-Commerce Innovation

Johnston & Murphy, a 150-year-old American footwear and apparel brand known for classic craftsmanship, needed to honor its heritage while modernizing its e-commerce experience. The company wanted to better communicate a unique product catalog, engage customers quickly, clarify offerings, and generate keyword-rich, discoverable content to attract new shoppers and improve products.

Using Bazaarvoice Conversations—customized Q&A plus ratings & reviews—J&M implemented features like Ask Product Owners and Crowdsourced Answers on a low-effort, cloud-based platform. The result: all customer questions were answered in under an hour, reviewed products drove 50% of revenue, 70% of visitors read reviews, product descriptions were improved from Q&A feedback, and overall engagement, conversions and SEO-rich content increased brand awareness.

Johnston & Murphy

Heather Marsh

Director, E-commerce, Johnston & Murphy