Published on 18 - February - 2010
User-generated comment boosts B&Q's online figuresCustomer reviews and feedback leads to 40% increase in product click-throughs on DIY giant's website www.diy.com
Products with a four or five star rating have a higher rate of click throughs on B&Q's website
The launch of the customer-powered helpdesk 'Ask & Answer' and a ratings function on www.diy.com last November has resulted in notable rise in product viewing figures.
B&Q implemented a ratings and reviews tool from Bazaarvoice as part of a major re-design of the site at the end of 2009. The retailer has since reported a 40% boost in click through rates, with significantly higher click through for products featuring a four of five star rating.
The ratings and reviews tool and Ask & Answer enable B&Q to open up web-based interactions and track the impact customer-generated content has on sales, as well as site conversion rates and engagement.
The Kingfisher-owned chain has also announced that it will be introducing the Bazaarvoice Stories platform this year to help grow its online community further. Users will be able to voice their experiences with the retailer and even provide product ideas.
B&Q multi-channel development manager Joanna Robb commented on the move: "Customer ratings and reviews are a no-brainer for today's online retailer. Bazaarvoice's technology means customers don't just have to listen to us, but can talk with each other, helping them in the decision-making process."
Bazaarvoice international vice-president Andy Leaver said: "User-generated content is something that consumers have come to expect...B&Q understands the value of tapping the consumer voice."
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