ASDA has introduced online customer ratings and reviews to its non-food product range. The addition of user generated content to the site will provide the retailer with insight into how customers view and use its products, and give it the ability to display authentic feedback for other shoppers.
Social commerce technology company Bazaarvoice has been appointed by ASDA to implement its hosted Ratings & Reviews solution.
Reviews are available across approximately 90,000 products on ASDA Direct, including George, which includes clothing, homeware, and electronics. In order to encourage customers to leave reviews, ASDA (asda.co.uk) is sending an email four to six weeks after each purchase requesting feedback on products bought.
“From a business point of view we can now see how products appeal to our customers – and our customers will receive unbiased views from fellow shoppers to help them make successful purchase decisions,” said Mitch Cooper, Web Merchandising Manager at ASDA Direct. “We’re also looking forward to using the results in other ways. For example, we plan to allow customers to sort by unique rating dimensions, such as ‘top rated,’ giving customers a new way to navigate while shopping online.”
“I’m confident that ASDA will see a high level of customer participation with its implementation of customer ratings and reviews and we’re proud to work with such a well regarded brand,” said Sam Decker, Chief Marketing Officer at Bazaarvoice. “Feedback obtained from customer reviews provides invaluable insight into what shoppers really want from a retailer and can impact the entire organisation.”
Bazaarvoice.com is a social commerce technology company. It helps over 350 companies globally including Argos, 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.