There's a lot of buzz about how customers talking to customers on product pages can help drive sales for online brands. But how well does it really work, and how difficult is it to gain great results?
How Top UK Brands Win with Social Commerce
Insight Video Series hosted by Ian Jindal: Best Practices in Social CommerceBest Practices in Social Commerce
There's a lot of buzz about how customers talking to customers on product pages can help drive sales for online brands. But how well does it really work, and how difficult is it to gain great results?
Ian Jindal, Editor-in-Chief of Internet Retailing Magazine, sat down with several top UK brands to dig into what works best in a series of six video podcasts. We've crystallised their primary learnings in this paper.
Participants include
Kimberly Correia is Business Andrew Kirkcaldy is Online Marketing Development Manager for major Manager for DRL Limited, which owns British retailer Marks & Spencer. www.appliancesonline.co.uk, the UK's largest online kitchen retailer.
Gina Deeble is Head of Interactive Content for QVC-UK, a top multichannel Andrew McClelland is Director of Projects retailer popular on television and online. and Marketing for IMRG, a membership community for the e-retail industry, whose vision is to maximise the commercial potential of online shopping.
Matthew Henton is Marketing Director at eSpares, the UK's largest spare parts Brett Hurt is founder and CEO of Bazaarvoice, retailer, specialising in accessories and a provider offering products that enable consumables for electric home appliances. social commerce.
They discussed the six major phases of social commerce success
1. Implement. What does it take to persuade 4. Operationalise. How can consumer key people in your organisation to consider opinions impact your whole business? giving customers a voice online? See how organisations use these impacts 2. Acquire. How can you acquire the content to transform from the inside out. you need to be successful? 5. Analyse. What are the key metrics for 3. Amplify. What are the best ways to success, and how are they best uncovered? leverage user-generated content 6. Expand. What's next for social commerce? beyond the site?
2Don't let fear or lack of information
delay you from getting started.
eSpares Marketing Director, Matthew Henton (far right), discusses the incredible amount of information uncovered after launching online customer reviews with Brett Hurt and Gina Deeble.
Apprehension can surround any new major Before reviews, buyers and the merchandising initiative. Here are some of the considerations team would have never known there was a - and solutions - retailers found when working problem with this popular product. to add product reviews to their sites. Negative reviews helped QVC-UK address Negative reviews can have a positive the product issues, and they continue to impact. In the beginning, Gina Deeble from monitor reviews to ensure quality is high and QVC-UK worried about negative reviews. customers remain satisfied. They also get a "We thought, 'What if we have a best-selling good idea of what customers think of their item that gets a negative review?'" overall brand, to determine if they're meeting their quality goals. There was a best-selling ice cream maker that sold tens of thousands of units that got In fact, Bazaarvoice have found that 88% of all many negative reviews. It turned out that reviews written in the UK are positive, with customers were unhappy, but the item was so an overall average rating of 4.3 stars out of inexpensive that they didn't bother to return it. a possible five.
3Star Rating
The Bazaarvoice J-Curve shows that 88% of customer reviews in the UK are positive (4- or 5-star rated).
Get the organisation ready for the customer responds with a personal phone call to every voice. Don't surprise your company with writer of a rejected or negative review. customer reviews; let them know when and how they will be deployed, and take time to Marks & Spencer did a customer reviews pilot illustrate how they will help each department. program before rolling it out across their entire Customer reviews are like an ongoing site. This helped them make a solid business customer focus group, giving unedited case internally, helping them alleviate fears feedback as people use your products. and secure high-level buy-in.
QVC-UK involved several teams from Matthew Henton from eSpares recommended the beginning of its implementation. The that you "Clear your diary after you launch e... [download for more]
