WatchShop is the biggest independent watch retailer in the UK. See how they have increased the conversion rate on their website and e-commerce platform by 10%, using customer sentiment attribution.


Founded in 2007, Watchshop is today the biggest independent watch retailer in the United Kingdom. On their website, they sell high-street and designer watches and jewellery, and they have been awarded the eCommerce Watch Retailer of the year twice in the past few years.

Behavioural and business data are at the core of what Watchshop does. Callum Delvin-Surrell is a Data Analyst in the Marketing team at Watchshop, and testing and optimising user experience and customer journeys on different channels is a big part of the work. In particular, Callum and his team want to understand:

  • How customer find
  • How customer experience the site

To figure this out, they actively use testing and tools like Hotjar, and they also watch session recordings to get a grip of what visitors do on the website.

More qualitative data needed

While all that was very useful, Callum knew that behavioural data don’t give a full picture. His team didn’t have a way to take into account the sentiment that specific pain points would cause and they therefore could not get to the bottom of the issues that customers were experiencing.

Every time they were getting open feedback, they didn’t have a way to compile it. So it’s fair to say, the feedback wasn’t really used.

Callum’s team identified the need for more qualitative data to back up the results they were getting from behavioural data and observation.

”I decided” says Callum, “okay, we need something which can pull everything together in an intelligent way, which is more than just a person could do. A team of people could maybe do it, but any individual wouldn’t.”

Knowing the size of our company, it wasn’t an option to have a full team on qualitative data full-time.

Callum Delvin-Surrell, Data Analyst

Callum knew that they needed a solution that was based on machine learning, and since Watchshop operates also outside of the UK, the solution also needed to manage feedback in several languages. The team needed a tool that didn’t “just do the math” but could also take sentiment into account.

They needed to see what topics contributed to a given sentiment and how that would impact overall customer satisfaction.

Callum made an extensive research on potential solution, and what eventually drew him to Lumoa was the analytical approach towards the way customer feedback is analysed.

”It seemed like Lumoa has been built from a very analytical perspective, which was what I wanted”.


Customer sentiment at different touchpoints

Ultimately, WatchShop wanted to measure the customer sentiment in different touchpoints along the customer journey. Their ultimate goal is to run all their feedback sources through Lumoa, such as:

  • Surveys
  • Pop-up surveys on the website
  • Live chat transcripts
  • Reviews
  • Email correspondence with Customer service

“Our primary focus with Lumoa is to improve customer satisfaction. But rather than looking at a certain CX score, we’re specifically going to focus on customer sentiment”, says Callum.

With Lumoa, they get a top-level sentiment score, which makes it easier to report to different business stakeholders within Watchshop and to top-management.

At the same time, Callum’s team can focus on the detailed analysis of all the open feedback and the sentiment associated to it, to dig deeper into certain areas that are negatively contributing to the top-level score. They can then assign responsibilities to get the issues fixed.

Lumoa is very good to manage projects aimed at improving overall sentiments. Teams want to know where are the problems, where are the good points, and what are we doing to leverage the good stuff and address the bad.

Callum Delvin-Surrell, Data Analyst

From Lumoa“, continues Callum, “reports are sent to the senior leadership team and to a delegate of all departments whose involvement has been highlighted by the analysis of the feedback. For example, finances, commercial marketing, operations, customer services. It will then be the delegate’s responsibility to address the issues and improve the overall sentiment“.

Public reviews and competitor analysis

Watchshop has also integrated Trustpilot reviews with Lumoa, and this enables them to fetch and analyse in real time what customers are writing in public reviews.

On top of that, the company also monitors competitor reviews on Trustpilot. Thanks to Lumoa, they can compare performance and then see where they can build the most leverage to gain market shares.

Monitoring what customers say about competitors is particularly relevant in this time of uncertainty and raising prices. We have written about this and other tactics you can use right now.

Read the full blog post

With the combination of feedback from surveys and feedback already available in different platforms, Watchshop expects to analyse several hundreds of thousands of feedback with Lumoa.

The company also plans to have Lumoa analyse customer emails sent to customer support via Zendesk.

Over the scope of a year, you’re looking at potentially hundreds of thousands of pieces of feedback that is going to be analysed with Lumoa, so there is going to be a lot of qualitative data”, states Callum.


Changing the list of priorities

Before implementing Lumoa, Callum had done some personal analysis on feedback related to the Watchshop’s site user experience.

After Lumoa, he thought it would be worth to re-analyse the data, to either confirm or disprove his findings.

Lumoa did indeed find an additional set of pain points that were previously missed. As a result, the team decided to change the priorities for the user experience project.

The sentiment score is very valuable, in the way that Lumoa is able to show it. You see the things customers commonly talk about, and the things which they associated most positively and negatively”, says Callum.

Conversion rates up almost 10%

One of the target of the user experience project was to improve the Watchshop Product Listing Pages. Based on the insights from Lumoa, Callum’s team was able to test a few changes: filter options, product attributes, product terminology, and others.

They run a first round of tests, and they were right away able to increase the conversion rate by 4%. In a follow-up test, after further feedback was collected and analysed with Lumoa, the increase in conversion rate was close to 10%.

What impacts the customer sentiment

According to Callum, one of the most valuable things about Lumoa is that it brings different formats of feedback together. And of course, seeing how much of the feedback relates to a given topic and how much each topic impacts the overall sentiment score. This is what really allows Watchshop to prioritise customer experience initiatives in an efficient manner.

On top of that, when the team now implements changes, they can measure the effect of the changes on the score, which is incredibly valuable to assess how successful different tweaks have been.

“The most valuable thing is the sentiment attribution, and the value that is related to the topics – that is by far the most valuable thing! Because with that, you can then prioritize the actions you got from the insights”, concludes Callum. “With those three things in combination, you have a very robust and empirical system. Which in my experience, within marketing, until now, I’ve never seen anywhere else, apart from Lumoa.”

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