Whether you’re browsing Walmart shelves in-store, shopping for items on Walmart.com, discovering all the best new deals on the Walmart app, or scrolling Walmart’s Instagram feed for shoppable items, you’ll notice something in common with all of these platforms. Across every touchpoint, Walmart is committed to providing their customers with the most inspiring, informative, and frictionless shopping experience.
Walmart has continued to optimize their offerings, both in-store and online, which has helped solidify their spot as an industry leader. With the pandemic having exponentially (and permanently) accelerated the adoption of digital shopping behavior, Walmart is especially committed to exceeding expectations with a world-class experience on Walmart.com. And it’s paying off. In Q3 of this fiscal year, Walmart saw Walmart U.S. Q3 comp sales grow 6.4% and Walmart U.S. e-commerce sales grew by 79%.
Peer-trusted feedback, like ratings, reviews, visual content, and Q&A not only validate product quality and customer affinity but also have a significant impact on the shopper experience and ultimately purchase decisions. According to the 2020 Shopper Experience Index, when shoppers engage with user-generated content (UGC) on best-in-class sites, brands and retailers see a 138% conversion lift and a 159% RPV lift. For those interacting with Q&A on best-in-class sites, brands and retailers see a 114% conversion lift.
As Walmart’s UGC partner, brands large and small leverage Bazaarvoice solutions to amplify the voices of their customers through UGC. One of the many solutions available to help brands optimize their UGC on Walmart.com is Spark Reviewer – a review-seeding program co-created by Walmart and Bazaarvoice in 2017. This review seeding program not only offers brands the opportunity to easily sample their products in exchange for honest reviews on Walmart.com, but also offers brands access to Walmart’s sampling community – comprised of Walmart’s most loyal shoppers. Spark Reviewer lets brands easily sample their products to their desired shopping demographic in exchange for honest reviews on Walmart.com Here’s how to get the most out of Spark Reviewer and elevate your Walmart.com presence.
Since Spark Reviewer launched in 2017, over 1,370 brands have already participated in the program and over 378,000 reviews have been collected to date. The Walmart sampling community continues to grow exponentially, with over 10,920 active members today.
With Spark Reviewer being a turnkey solution to quickly boost review volume and freshness for specific items sold on Walmart.com, the program is often leveraged by brands periodically across the year for high-priority items. Bazaarvoice helps brands select key items to sample, segment best-fit audience(s) within the Walmart sampling community based on demographics and psychographics, and helps guide brands through fulfillment options if needed. Once products are shipped to members within the Spark Reviewer sampling community, brands can start seeing authentic reviews and images on Walmart.com in as little as 3 weeks.
Check out the below video to learn more:
How to effectively leverage Spark Reviewer
● New products: With Spark Reviewer, brands can collect high-quality UGC for products before launch. Understanding customer sentiment before products go live will help future shoppers feel confident about purchasing your new products.
● Seasonal items: There’s a limited amount of time these products are front and center – both online and in-store. Ensure product pages are optimized with UGC to boost discoverability and increase conversions during this limited time.
● Walmart exclusives: If your brand has a few products that are only sold through Walmart, then Walmart.com is one of the only places where shoppers can see that valuable, peer-trusted feedback in the form of UGC.
● Products with outdated reviews on Walmart.com: Fresh review content not only increases customer trust in your products but also helps push more traffic to your product pages. Search engines like Google favor pages with fresh content.
Start driving more valuable UGC creation for your products on Walmart.com
Shoppers rely heavily on UGC to guide their purchasing decisions and feel empowered by brands that help them access the opinions of their peers effortlessly. According to a Bazaarvoice and Deloitte study, nearly half of shoppers say they are less likely to buy from a brand or retailer if they don’t have reviews on their sites, and 70% of shoppers use reviews to evaluate similar products before buying.
With online shopping behavior continuing to soar and the new fiscal year right around the corner, now is the perfect time to analyze your UGC performance and gaps on Walmart.com. Identify where your UGC program can be improved and consider leveraging the Spark Reviewer review seeding program to quickly boost review volume for key items on Walmart.com. When it comes to a ratings and reviews provider, a true partner is invested in helping your brand achieve its goals, from implementation to growth. Tapping into Bazaarvoice’s powerful retail network and best-in-class solutions gives you the competitive advantage to serve the needs of your shoppers and ultimately, drive Walmart sales.
To get started or learn more, connect with us at www.bazaarvoice.com/Walmart.