Ratings & Reviews uncover product improvements

Summary

When Land of Nod launched Bazaarvoice Ratings & Reviews, they analyzed each customer review, then acted to address problems on products that customers commented on.

  • Reviews on activity tables uncover opportunities
  • Merchandising team springs into action
  • Reviewers rewarded for their insights

The Land of Nod sells unique, quality children’s furniture. As a partner of Crate and Barrel, they hold themselves to high quality and brand standards. When they launched Bazaarvoice Ratings & Reviews in March, 2008, they analyzed each customer review, then acted to address problems on products that customers commented on.

Reviews on activity tables uncover opportunities

The Land of Nod offers an activity table that gives kids a fun, functional place to play. The Land of Nod customers really liked the table – it had an average rating of 4.8 out of 5 stars, and 90% of reviewers would recommend the product to a friend. The company dug into their specific comments and learned that, according to customers, the surface of the table tended to get scratched easily. These customers still liked the table, but wanted to let the company know about the issue.

Merchandising team springs into action

The Land of Nod product designers went back to their vendors and, through a thoughtful, meticulous process, learned that they could use a harder type of wood for the table tops, making them less likely to scratch. They reengineered the tables for higher durability.

Reviewers rewarded for their insights

Once the new product was offered on its website, The Land of Nod contacted reviewers who mentioned the table’s soft surface and offered them a new and improved table – free of charge. These passionate, engaged brand advocates were thrilled to get such great service from Land of Nod, especially on a piece of furniture that retails for $199 to $449.

Not only did The Land of Nod close the loop and let their clients know they are listening, but they took the additional steps – sometimes hard for companies to undertake – of rectifying the issue and giving restitution to their customers, even though the customers were actually quite happy with the product.

And this wasn’t the first time The Land of Nod responded directly to customer reviews. They previously read reviews and improved their art clips products and a hamper. In each case, they sent reviewers new products, no charge.

The bottom line

The Land of Nod makes the most of their brand advocates by acting on their suggestions.

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