QVC.com's customers embrace rating and review feature

Just weeks after QVC.com employed Bazaarvoice’s user review and ratings system, it had users rushing to post feedback on their purchases.

by Helen Leggatt

bazaarvoice%20logo.gif Bazaarvoice operates a white-label system that enables online retailers to incorporate customer ratings and reviews. At the beginning of April this year, QVC.com soft-launched the feature and by mid-month multiple reviews had already begun appearing on many products.

"We are committed to delivering our customers an interactive multi-channel shopping experience that brings the products alive and engages our shopping community in a way that no other retailer can," said Bob Myers, senior vp of QVC.com. "Ratings and reviews allow our community to connect and share information, similar to an offline environment. QVC customers have the chance to add another social element to their interaction with our brand, and we are pleased to see the tremendous popularity of reviews."

A common method of triggering review and ranking activity during the initial stages of launch is to promote the feature to previous customers, via email newsletters. The aim is to populate product pages with reviews to get the ball rolling and encourage further participation.

QVC.com decided not to take this route, and instead opted for triggering reviews by tapping in to their busy forums where some of their most influential customers were to be found. It paid off. The high level of community involvement on the QVC.com site led to them posting the largest daily review volume of any Bazaarvoice client to date during its first week of soft-launch.

Tags: Bazaarvoice, customer reviews, product reviews, QVC.com, social marketing

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Posted by: c pruet on April 24, 2008 23:44

I am VERY much dissapointed with the product Seally Posturepedic RellaGrip Extra Cushion Mattress cover. I thought after so many years with QVC that I could trust them to" not "put anything on the air and sell it under false advertisement. The mattress cover, which was not cheap,was absolutely advertised true size and I ordered a queen size which did not fit properly. Too small and because of that moved all over the bed and took the sheet with it. I have had better quality at at store I am not fond of which is Wal-mart. That is the sole reason for shopping at QVC. Here's what is more disgusting of the purchase...QVC charged me $16.00 to ship the mattress cover to me and it cost me $9.00 plus change to return it back to QVC. That is $25.00 of my hard earned money absolutely wasted. When it is poor quality then I feel that QVC should refund the shipping charges. It is one thing when you don't care for the product once you get it but another when you are putting a product on air and selling it as a true fit. I am sure I am not the only customer haveing this complaint and you should honor your customers request for a refund for shipping charges. I have been a customer since the early 90's and would appreciate a reply to this complaint.

Posted by: Judy on May 2, 2008 16:34

QVC sells inferior products. I bought a blouse recently and it looked like it was made by a beginner seamstress. The material was inferior the stitching was atrocious and color looked horrible. With the cost of gas it,s getting to expensive to order from them. The chinese companies are ripping us off. QVC obviously did not quality control check this product.

Posted by: Judy on May 8, 2008 18:24