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Sunday, June 15, 2008

Customer Reviews from IRCE 2008

Getting them Right with Sam Decker, Chief Marketing Director, Bazaarvoice

Authenticity, Credibility, Relevance

Within the last 2 years, trust in "a person like me" has tripled from 20% to 68% (Edelman)

95% of consumers trust recommendations from friends more than any other source (Forrester)

77% online shoppers use ratings and reviews when purchasing (Jupiter, Aug 2006)

80% of online shoppers place more trust in brands that offer customer ratings and reviews (Vizu / Bazaarvoice, July 2007)

Principles of Effect Reviews

1. Acquire user generated content
2. Amplify existing marketing channels
3. Analyze content, behavior, and results

The Power of User-Generated Content with Zales.com

Customer Review is the most important marketing vehicle we have as retailers

• Provide important selling points beyond photo and product description
• Adds third party brand endorsement
• Provides marketing handle to promote top rated products
• Enables customers to become Zales expert reviewers
• Poor ratings uncover budding or potential quality and/or service issues

by: Shawna Fennell

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