Research has proven that customer reviews drive sales conversion, reduce product returns, fuel online search, and significantly influence the purchasing decisions of online shoppers. And we know that consumers want to hear from people like them.
So why not take it a step further and utilize customer generated content in the form of product reviews in advertising?
Advertising has become so ubiquitous that it is mostly ignored and consumers don’t trust the messages that companies send them. But the customer’s voice is as powerful offline as it is online, so why not take advantage of it?
Best Buy recently featured their customers’ voices – actual snippets from online product reviews along with product ratings – in their nationwide Sunday newspaper circular. They utilized a clear call to action to drive consumers directly to their “Top Rated Cameras” page, giving shoppers quick and easy access to top rated cameras. This not only provides a great way for Best Buy to advertise their top cameras, but it allows them to easily measure the success of this advertisement by measuring traffic to this page and sales conversion of these products.
This is another example of a Bazaarvoice best practice developed by our team of Community Managers – use your customers’ words to fuel your entire marketing mix. We strongly encourage our clients to use their customer reviews (along with other valuable user generated content such as from our Ask & Answer, BrandVoice and Stories products) in all forms of advertising: email marketing, online ads, store signage, print ads, Facebook groups, etc.
There is no more effective way to get customers to listen than to let them hear from other customers just like them. This is the future of advertising or should I say “effective" advertising!
[...] Best Buy Using Reviews in Advertising | Bazaarblog [...]
[...] Best Buy was one of the first to do this. Bazaarvoice’s blog (company CMO quoted above) had a good article about this and reprinted this example picture of a Best Buy Sunday [...]
[...] Best Buy was one of the first to do this. Bazaarvoice’s blog (company CMO quoted above) had a good article about this and reprinted this example picture of a Best Buy Sunday circular: With all of this increased [...]
[...] 3) Feature it in your offline advertising – Electronics retailer Best Buy understands the role customer reviews play in influencing buying decisions. That’s why they use snippets of online reviews in their print advertising. [...]
[...] finding out more about Best Buy Connect, Blue Shirt Nation (a community for Best Buy Employees), how they use customer reviews, their recently launched API and looking at how they use their own forums and Get Satisfaction to [...]
[...] finding out more about Best Buy Connect, Blue Shirt Nation (a community for Best Buy Employees), how they use customer reviews, their recently launched API and looking at how they use their own forums and Get Satisfaction to [...]
[...] 3) Feature it in your offline advertising – Electronics retailer Best Buy understands the role customer reviews play in influencing buying decisions. That’s why they use snippets of online reviews in their print advertising. [...]
Haven’t seen this type of online, offline use of user reviews here in the UK, but a wonderful example and one I will share with my marketing managers. Best Buy continues to lead the way in multi-channel retailing.
[...] a great example of using customer review content in print advertising from Best [...]