This blog post is guest-written by Anna Skaya, Community Manager – Europe at Bazaarvoice.
When Bazaarvoice partnered with Argos to build and deliver their User Generated Content (UGC) platform, we couldn’t have imagined the kind of impact UGC would have had on Argos’ social marketing strategy, or how this would have a knock-on effect on conversion. As one of our flagship ‘early adopters’ in the UK, our recent Argos case study highlights details of this exciting discovery, and showcases how the Argos eCommerce team is focused on retaining a competitive edge over its rivals along with delivering a consistently great customer experience. Increasingly fundamental to this now is the decision to make UGC a focal point for online strategy planning.
When Argos first launched customer Ratings & Reviews, our challenge was to find a way of utilising Consumer-to-Consumer opportunities in a way that was relevant and complementary to the established customer experience, while demonstrating additional benefit to the business. When doing so, ROI is always king.
The conversion numbers speak for themselves – 10% increase in conversion on products with reviews, across all categories. Customer reviews form a key part of Argos’ continuing website innovation; and with new key functionality supported by technology partners such as Bazaarvoice, these types of results are just the beginning. There is a lot more in store for this leading online retailer!