How To: Use Online Reviews to Boost Your Sales
From InternetRetailer.com:
Retailer Cabela’s Inc. has realized a sales lift in the area of 5% to 10% from marketing e-mail featuring top-rated products as reviewed by customers on its web site. Director of e-commerce Mark Thompson says the company, which still is gathering data on exactly how online reviews are affecting key metrics, also has seen returns on reviewed products drop by as much as 3/10 of a percentage point in the first nine months of implementation. He did not disclose what Cabela’s return rate is.
But Cabela’s, which uses Bazaarvoice technology, hasn’t stopped at e-mail in exploring how customer reviews gathered online might affect the performance of other channels. Thompson says the retailer has a long tradition of customer testimonials because customers buying outdoor sports and adventure gear have a strong sense of identity with the brand; for instance, sending snapshots of how they’ve used equipment purchased at Cabela’s on vacation. As a result, Cabela’s in June started flagging in its catalog some top-rated products as reviewed by customers on its web site.
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