Bazaarvoice helps LG give customers the product information they need

Riassunto

LG is delivering the shopping experience that today’s customers demand through a question-and-answer program established with Bazaarvoice.

  • Knowing what consumers want – and making sure they get it
  • Consumer engagement drives channel sales
  • Working with Bazaarvoice to engage with customers in new ways

When it comes to buying the latest electronics and appliances, today’s consumers are more empowered and in control than ever. They expect easy access to information they need for decision-making and immediate answers to questions about products – whether they’re at an online retail store or visiting the manufacturer’s website.

LG Electronics USA is meeting that expectation by delivering the shopping experience that today’s customers demand through the consumer question-and-answer program the company has established with Bazaarvoice. The program enables consumers to get answers to brand and product questions directly from LG whether they’re researching products on the company’s website, shopping on retailer websites or coming back later for post-purchase support.

“The consumer is definitely in charge today, and we as manufacturers are looking to support that consumer in any way we can,” explains Bob Buhowski of LG’s Digital Marketing Group.“You can’t get closer to knowing what consumers want than having direct interaction with them.”

Knowing what consumers want – and making sure they get it

For LG, direct interaction is the best way to find out what customers are looking for – and to provide it. That may mean something as simple as clarifying a product detail online so that a consumer can make the right product choice, or it might be something as significant as bringing a post-purchase issue back to the factory team to address it at the source.

In both cases, the result is that consumers’ questions are answered and concerns are addressed, making it easier for them to make the choice to buy and helping to ensure that they are happy with their decision after they make their purchase.

“Consumers who ask questions on our website tend to be split about 50-50 between those looking for pre-purchase information about product specs, styles and so forth, and those returning to ask about something they’ve already bought,’” says Buhowski. “People will come back to LG.com and look for a certain level of product support there, rather than calling our support number.”

Consumer engagement drives channel sales

LG is finding that the ability to provide answers to shoppers’ questions on retailer sites pays off directly in increased sales of LG products. On one major retailer’s website, visitors who interacted with the question and answer feature on LG product pages converted at a higher rate and showed a higher average order value than those who didn’t.

“We’re no longer just relying on people coming back to our website to get more information about the product they’re considering on a retail site,” says Buhowski. “If they have one or two questions they need clarification on, we’re right there to give them the answers and get them closer to a purchase decision.”

Working with Bazaarvoice to engage with customers in new ways

According to Buhowski, LG’s program for answering consumer questions online is paving the way for a variety of other opportunities that will benefit everyone – consumers, retailers, and LG.

“Sharing this platform with our retailers has definitely proven valuable to both of us as well as to our customers, and we’re looking to build on that,” he says. “For example, we’re not just exporting our question-and-answer content out to retailer sites now, but also importing their review content to our site. We’re also looking at a new capability that will enable us to respond to customer reviews in the retail environment.”

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