BrandVoice Syndicates Reviews to Retailers
Austin-based Bazaarvoice announced a new concept today named BrandVoice. Most people are familiar with how Bazaarvoice enables online ratings and reviews for major brands (Dell, HP, Toshiba, Epson) and retailers (overstock.com, HomeDepot, Golfsmith). With BrandVoice, the company is now tying the two together.
For example you might go to the Costco website and see a review of an HP computer that was actually entered at the HP.com website by a consumer. For a new retail customer of Bazaarvoice, this has got to be huge as you can get lots of content “out of the box.” There have been some interesting developments that have come out of this (although you can find more details from Sam Decker on their blog).
First is that instant review content could increase conversion rates for retailers very quickly. In the example from Kingston, conversion rates on products that had syndicated reviews went up 92%. Secondly, there appears to be a “halo effect” where even products that didn’t have reviews saw conversions increase 35%. You can read the details for yourself, but if you’re an internet marketer, this is some pretty cool stuff.
Filed under: News
Bryan,
Thanks for writing about this big news. This is the most exciting new solution coming out of Bazaarvoice for the year. I believe this will go down in history as a marketing program that is more effective than paid search for manufacturers. They have been investing in channel sales for decades and this is the “purest” and most powerful way for them to do that online - with the content that consumers trust the most.
Best,
Brett