BrandVoice enables manufacturers to syndicate customer- generated reviews gathered on their own sites to retailer sites, driving sales for both entities.

With both manufacturers and retailers collecting and displaying reviews, BrandVoice syndication results in dramatic increases in review volume on retailer sites. Experience with hundreds of clients has shown that increases in reviews generally result in higher sales conversion. When Kingston syndicated reviews to Office Depot, conversion for products with syndicated reviews doubled, as outlined in a November 2008 case study. This case study will show the dramatic increase of review volume attributed to BrandVoice.

What we studied

We reviewed the number of product reviews before and after BrandVoice was deployed on select retailer sites, and compared them to the average number of product reviews in the same categories.

BrandVoice increases review volume

Immediately, BrandVoice syndication had a dramatic effect on review volume.

• On a large consumer electronics site, Dell saw a 34X increase in number of reviews, going from an average of 32 reviews per product to 1149 reviews per product
• On OfficeDepot.com, Epson saw a 32X increase number of reviews, going from just one review per product on average to 33 reviews per product
• Also on OfficeDepot.com, Kingston saw a 9X increase, going from 1 to 10 reviews

Review volumes exceed category averages

When compared to the number of reviews for other products in the same categories, the increases in review volumes enabled these products to stand out. Products with BrandVoice syndicated reviews had significantly more reviews than the average products in each category.

• On the large consumer electronics site, Dell had 55X more reviews on average than other vendors
• Epson had 33X more reviews on average than its competitors on OfficeDepot.com
• Kingston had 7X more reviews on average than its competitors on OfficeDepot.com

The bottom line

BrandVoice syndication gives manufacturers a clear advantage over competitors’ products that have fewer reviews.

When retailers and manufacturers combine resources to build review volume, everyone wins.

• Shoppers see exponentially more review data, and are able to make more informed purchase decisions
• Manufacturers get more mind share on the retailer’s site (without costing the retailer anything)
• Retailers become a trusted source for product reviews covering a wide breadth of products and brands