Bazaarvoice Guides Norrøna to an 67% Increase in Online Conversions
To spread Norrøna’s message of quality and value, the company launched a CGC initiative using Bazaarvoice Conversations. With strategic guidance from Bazaarvoice, Norrøna’s quickly collected more than 2,000 online reviews that are turning browsers into buyers
Solution at a glance
Increase sales of Norrøna’s high-quality outdoor wear by overcoming purchase barriers such as low international brand recognition and brand misperception.
Launch Bazaarvoice Conversations CGC initiative, partnering with the Bazaarvoice strategic consulting team to identify effective strategies for maximizing review volume and reinforcing the company’s desired image.
Achieve 80% increase in online conversions and influence 25% of offline shoppers by using a healthy volume of reviews to spread Norrøna’s product quality message.
In Norway, Norrøna is a household name among mountaineers, skiers, and other outdoor enthusiasts who appreciate the quality, functionality and durability of the company’s clothing. But for the rest of the world, getting consumers to recognize the brand, let alone persuade them to purchase has been challenging. Most consumers have either never heard of Norrøna or they perceive the products as too specialized or too expensive.
The company wanted to shift consumer perception and let shoppers know that Norrøna is both an everyday brand and a high-performance outdoor fashion brand.
“If people think Norrøna is too expensive, we haven’t done our job in explaining the quality we provide for the price,” says Jens Løland, eCommerce Manager, Norrøna. “Quality costs, but quality lasts.”
To spread Norrøna’s message of quality and value around the world, the company launched a consumer-generated content (CGC) initiative using Bazaarvoice Conversations. With strategic guidance from Bazaarvoice, Løland’s team quickly collected more than 2,000 online reviews that are turning browsers into buyers – converting 60% on day one, and ultimately reaching 67%.
In addition to boosting Norrøna’s online conversions, the company’s review content is also making a measurable impact on offline shoppers. Lifestyle-oriented CGC has helped Norrona reinforce the versatility of its products and influence purchase decisions in-store.
“Analytics tell us that 25.5% of offline shoppers are being influenced by product reviews on our website,” says Løland. “We also know that employees in our stores appreciate being able to show reviews to customers who may be hesitant about making a purchase.”
Creating a smart strategy to boost review volume
Review volume is critical to successful CGC programs, but driving high review volume was a challenge for Norrøna because of the company’s limited number of online transactions through its own website, totaling about 15,000 a year. To help generate volume, the Bazaarvoice team worked closely with Norrøna to develop a strategy based on established best practices as well as creative new ideas to reach Norrøna fans and communities.
Norrøna began collecting reviews by sending post-interaction email (PIE) blasts to thousands of previous customers. Additionally, the company gathered expert reviews from mountain-sport athletes and outdoor guides describing their experiences using Norrøna products. The effort paid off handsomely:
- 77% of products reviewed within four weeks
- 90% of products reviewed to date
- 8 reviews per reviewed product on average
- 4.7 average product rating
- 94% positive reviews
Extending the influence of CGC across the company
For Norrøna, the power of CGC extends beyond the sales numbers. The review program is also improving customer service and enhancing the customer experience by enabling the company to engage with customers and respond to reviews. Reviews have also been an asset in various marketing channels; as Løland explains, “we’ve featured product reviews in our newsletters and social media posts.”
Finally, reviews have become a source of data for improvement in several other areas of the company. “We’ve integrated reviews quite well into the organization,” says Løland. “We use them to spot quality issues, get insights into usage areas of our products and even enrich our product descriptions based on what customers focus on in their reviews.”