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