Customer reviews are critical reading for consumers seeking to find the best products and deals at prices they can afford.
In a recent webinar, titled: The Container Store Lifts The Lid On Customer Insights, executives from The Container Store and Bazaarvoice, an SaaS company focused on turning social media into social commerce, shared insights on how advanced analysis of customer ratings and reviews can help boost the bottom line.
The Container Store leveraged Bazaarvoice Intelligence to collect and analyze customer ratings and reviews. The resulting data enables The Container Store to work more closely with suppliers in order to deliver the high-quality products shoppers are demanding, at reasonable prices.
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The Container Store web site “is an extension of our store,” noted Brandy Rinehart, Online Merchandising Director for The Container Store. “Even though we’re not interacting face-to-face with our customers on the web, we need to be able to deliver the same level of service. Through ratings and reviews, and the implementation of Bazaarvoice Intelligence, The Container Store is now able to tap into consumers’ positive and negative feedback to uncover desirable product features.”
This information “brings a tremendous value to our business,” said Patrick Burk, Online Merchandising Manager for The Container Store. “For example, it helps us provide increases in traffic, higher on-site engagements and boosts in conversion rates.”
With the ongoing abundance of valuable product ratings and reviews, “we realized we had created a 24/7 focus group,” added Burk, “through this online community of reviewers.”
The Container Store started working with Bazaarvoice in 2010, in order to leverage
customer and product data collected through reviews. But more recently, the retailer sought to gain a greater understanding of shoppers’ needs. By leveraging the Bazaarvoice Intelligence tool, The Container Store now is able to:
- Unlock insights from the ratings and reviews;
- Curate the insights; and
- Deliver the insights to the right people within the organization in order to drive business improvement.
