Scotch-Brite soaks up consumer feedback with Bazaarvoice Conversations
Scotch-Brite™ Brand of 3M New Zealand used the Bazaarvoice Conversations Ratings and Reviews feature as a way to publicly display consumers’ experience with its products.
Solution at a glance
In a competitive, low involvement category, Scotch-Brite™ Brand needed to encourage consumers to try its products, especially products with new innovations.
Scotch-Brite™ Brand launched Bazaarvoice Conversations to collect consumer feedback with a promotion to invite reviews on a brand new product, Scotch-Brite™ Brand Stay Clean.
Asking for feedback increased engagement with Scotch-Brite™ Brand fans and increased review volume.
Encouraging fans to evaluate new products on behalf of the brand was the goal of Scotch-Brite™ Brand of 3M New Zealand when it launched its Ratings and Reviews program with Bazaarvoice. Scotch-Brite™ Brand competes in the grocery cleaning category, where high levels of private label penetration require the company to continue to stand out to succeed. To do this, Scotch-Brite™ Brand introduced new innovation to the category and added the Bazaarvoice Conversations Ratings and Reviews feature as a way to publicly display consumers’ experience with its products.
“We needed to sample a new and innovative cleaning product, but needed to facilitate the use of ratings and reviews to further drive trial of the new product,” said Philippa Griffith, Brand Manager at Scotch-Brite™ Brand New Zealand. “With a low involvement category, such as cleaning, the power of referrals is incredibly valuable in encouraging consumers to try something new.”
Driving review volume with product sampling and promotion
At the same time that Scotch-Brite™ Brand New Zealand added Ratings and Reviews to its website, the team also launched a new product, Scotch-Brite™ Brand Stay Clean, and leveraged best practices from Bazaarvoice as well as other 3M brands across the globe. A product sampling campaign was run in conjunction with Bazaarvoice, so Scotch-Brite™ Brand decided to encourage these early adopters to offer their opinions on the product via Ratings and Reviews as a means of driving increased reviews to the site. Bazaarvoice research and previous 3M rating and review programs highlighted the importance of a high number of reviews.
“As part of the launch, Bazaarvoice allowed consumers to provide their feedback on the new range of innovative products and cleaning claims,” said Griffith. “This was part of a larger sampling campaign, and perfectly complemented the overall campaign.”
The consumers who were given samples could leave a rating and a review of a Scotch-Brite™ Brand Stay Clean product, via two emails and website banners which were used to inform people about the promotion.
The promotion was a success, driving close to 400 reviews in 30 days with a 98% approval rate and an average rating of 4.2 out of 5 stars.
Continuing the engagement
Adding Bazaarvoice Conversations to its website has given Scotch-Brite™ Brand a new way to engage its consumers and use feedback as a means for improvement.
Using feedback to gain insight
Now that Scotch-Brite™ Brand has feedback from consumers at its disposal, the team has begun to use this information internally. Scotch-Brite™ Brand continually monitors Ratings and Reviews to gain general impressions of their products and to identify product improvement opportunities.
In fact, Scotch-Brite™ Brand has already seen an opportunity; it has changed its messaging slightly to clarify that there are different products for different cleaning jobs. “One tool doesn’t necessarily work for all types of cooking clean-up!” said Griffith.
Building on its success, Scotch-Brite™ Brand hopes to continue to engage and activate its consumer base with sampling and promotion campaigns that increase reviews on its brand sites.
“Even small targeted sampling campaigns will help increase review numbers,” said Griffith.Download PDF »