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BizReport : Social Marketing : April 26, 2007


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.gifBazaarvoice 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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