Comet has begun rolling out plans to enhance customer engagement on its website, by appointing social commerce technology company Bazaarvoice to implement online customer ratings and reviews.
One of the UK’s largest electrical retailers, Comet has over 250 stores nationwide. Already known offline for its customer experience, Comet intends to bring the same customer focus to its e-commerce operation by building an online community where customers share product knowledge and experiences with each other.
“We recognise the value in customers being able to express their thoughts about products,” said Ryan Thomas, Head of Direct Channels. “This is one more step we are taking to make Comet more of a destination site for consumers. Comet’s company goal is to be there for its customers, and we want to build a community, allowing customers to interact with the brand and each other.”
Comet also intends to use review comment in its online and offline marketing.
“User-generated content is a huge leverage for any kind of marketing activity we’ll be doing in the future,” Thomas continued. “We’ll be using clips of people’s comments, good and bad on promotional material.”
Comet was founded 75 years ago. The retailer will work with social commerce provider Bazaarvoice to oversee direction of the reviews service. Bazaarvoice was chosen for its knowledge gained through experience of working with over 290 leading global brands, and for its multichannel approach to social commerce.
“Customer to customer interaction is the way to build a credible, unbiased knowledge base and will help Comet.co.uk deliver online the great customer experience its stores are known for,” said Sam Decker, Chief Marketing Officer at Bazaarvoice. “Customer-generated content can be used in a number of other ways - to improve merchandising, increase multichannel sales and enhance search engine optimisation. Comet’s review service will also help to improve satisfaction and loyalty.“
Bazaarvoice (bazaarvoice.co.uk) is a social commerce technology company. It helps over 290 brands globally including Boots, Halfords, Wickes, Thomas Cook, QVC and Boden to harness and amplify customer online word of mouth.
Bazaarvoice’s products - Ratings & Reviews™, Ask & Answer™ and Stories™ - are social commerce applications that drive sales. They enable customers to review products, ask and answer questions and share stories online; enhancing the online shopping experience and allowing them to make more informed and rewarding purchase decisions. Benefits for the retailer include content ownership, seamless customisation, increased search engine optimisation impact, advanced analytics and syndication across the web. Retailers can also leverage the content generated across on and offline marketing channels.
Founded in 2005, Bazaarvoice has offices in the UK, US, France and Singapore. The company was named in 2007’s Red Herring Global 100.
Comet, a leading specialist electrical retailer, has more than 250 stores throughout the UK, offering a wide range of electrical products all at 'Every Day Low Prices'. Thousands of competitor prices are checked every week to ensure that Comet's prices cannot be beaten.
The Comet website (comet.co.uk) - offers easy, convenient shopping and with Comet's click and collect service you can reserve online and collect in store an hour later. Additionally, customers can shop by phone on 0844 800 95 95. Calls usually cost no more than 5 pence per minute from landlines; calls made from mobiles usually cost more.
Comet offers a unique all-round shopping experience with a range of services including home delivery, full installation of products such as televisions & computers, take back facilities for large products, and comprehensive after sales service.