This blog post is guest-written by Lisa Tu, Community Manager at Bazaarvoice.

Roots in-store signageAs Canada’s leading lifestyle brand, Roots offers clothing, leather goods and home furnishings with an eclectic, earth-friendly sense of style. Its global fans are fanatics, and Roots wanted to highlight them on their site.

In March 2009, Roots added customer reviews to its site, Roots.com, to help shoppers make easier purchase decisions. Just a few weeks later, they kicked off a massive promotion to encourage customers to write reviews on their purchases. For six weeks, they offered the chance to win a $500 Roots shopping spree, promoting it through every channel possible – online, offline, and even beyond their customers.

To promote this contest, they sent an announcement email to their customer database, linking to a splash page that showing customers how to submit reviews. Multiple banners throughout their site and a rolling banner on the home page also called out the contest.

Promotion beyond the site

Roots promoted the contest through their popular Roots blog. They also promoted the contest via social networks, posing it on their fan page on Facebook – which has more than 5,000 fans – and on Twitter.

Original email to customer databasePromotion beyond the web

Additionally, Roots promoted the contest within their more than 120 retail locations. They used table cappers and bag inserts to encourage in-store shoppers to go online and review their purchases for a chance to win.

Promotion beyond their customers

Not only did they reach out to their customers, but Roots also did an internal campaign to boost reviews among their employees as well. All Roots employees had a chance to win one of three $50 Roots gift cards if they wrote a review during the six-week promotional period.

Campaign results

In the six weeks of the campaign, Roots gathered saw massive increases in their review volume. They then used this content to drive email interest through word of mouth. In May, just after the campaign ended, Roots sent out an email featuring customer reviews of dresses and skirts, with positive results:

  • Sales for the email were 29% higher than the monthly email average for May
  • Open rate was 2.73% higher than the monthly email average for May
  • Click-through rate was 2.3% higher than the monthly email average for May

Through touch points across channels, Roots drove review volume on their ecommerce site, building a database of rich information to benefit shoppers and fueling emails that drove new sales. This is just one of many instances of Bazaarvoice clients bringing the power word of mouth full circle for real results. Stay tuned to our blog for more client examples.

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