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Sunday, June 15, 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 Seigel



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