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BizReport : Ecommerce archives : November 18, 2008

Brandvoice: Syndicating reviews to retail sites

It's well known that user-generated ratings and reviews play an important part in online purchasing decisions. In fact, says Bazaarvoice, manufacturers that don't have reviews on retail sites are hurting their brand and losing business.

by Helen Leggatt

Recent research from JupiterResearch revealed the 77% of online shoppers seek out product reviews before making a purchase. Some will head direct to manufacturer sites, which are often rich with reviews, but many will head to major online retailers where the large product ranges often attract less reviews.

So, how can you get authentic manufacturer reviews on to retail sites and increase "voice share", in turn increasing conversions? This week Bazaarvoice launched what they believe to be the answer. Called BrandVoice, the program allows manufacturers to syndicate user-generated product ratings and reviews to retail channel partners. The result? An increased volume and depth of reviews further up the sales channel driving increased sales.

Kingston Technologies experienced a large uplift in conversion when they used Brandvoice to syndicate product reviews off their website on to Office Depot's. The memory upgrade supplier increased the average number of reviews per product on Office Depot from one to 10. This drove a 92% overall uplift in conversion and a 110% conversion increase on products with more than six reviews.

"User reviews in an online world are increasingly important," said Mark Leathem, director of corporate marketing and business development for Kingston Technologies. "Given the choice of buying a product with zero reviews or 279, you are more likely to look at the more reviewed one."

Tags: Bazaarvoice, Brandvoice, conversions, Kingston Technologies, online reviews, product reviews, syndicated reviews, user-generated reviews

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