Rubbermaid products with reviews show increased revenues

Company profile

Huntersville, NC CPG Manufacturing

Bazaarvoice Solution

Conversations with ratings & reviews and syndication

Client since

2008

About Rubbermaid

Rubbermaid is a leader in developing innovative,high-quality solutions that help consumers keep their homes in order. A widely recognized and trusted home solutions brand of Newell Rubbermaid, the company designs and markets a full range of organisation, storage and cleaning products to keep the home neat and functional, freeing consumers to enjoy life.

Web link
www.rubbermaid.com

Summary

When Rubbermaid implemented Bazaarvoice Ratings & Reviews, they wanted to enhance product information on their site and facilitate conversations with clients.

Solution at a glance

Challenge

Increase revenues and consumer engagement.

Solution

Incorporate Bazaarvoice Ratings & Reviews on the brand’s site and via mobile, then use the reviews across marketing programs.

Benefits

  • 10% increase in incremental revenue
  • 5% conversion increase
  • Review readers 62% more likely to continue to engage
  • 10% voucher redemption lift when reviews are present in advertisement

When Rubbermaid implemented Bazaarvoice Ratings & Reviews in 2008, they wanted to enhance product information on their site and facilitate conversations with clients. Shoppers who visit the site now find in-depth product information from other consumers via their reviews. What’s more, those who read reviews are also more likely to join Rubbermaid’s online club, which leads to deeper engagement with the brand.

What we measured

We tracked conversion, revenue per visit, average order value and the rate at which consumers sign up for the Rubbermaid club for five weeks (December 2009 to January 2010). We compared information from people who read reviews against those who did not read reviews.

Review readers show 10% incremental increase in revenue per visit

Those who read reviews tend to create more revenue for Rubbermaid. Average order value for those who read reviews was also 5% higher.

Review readers convert 5% higher

Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews.

Review readers are 62% more likely to continue to engage

The Rubbermaid Club was created to email or mail coupons or rebates, birthday savings, and new product information to Rubbermaid customers. By signing up for the club, a consumer is inviting Rubbermaid to email or mail them more information, continuing their “conversation” with Rubbermaid. We found that there was a 62% incremental increase in sign-ups among those who read reviews.

The bottom line

Conversion can mean more than just sales conversion. In this case, those who trust Rubbermaid after reading customer reviews not only convert more often, but they are more likely to sign up to further engage with Rubbermaid, expanding their lifetime value to Rubbermaid as a customer.

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