Summary
In this webinar Barry Furby, Retail Strategy Director at Bazaarvoice and Luke Kelland, Senior Customer Generated Content Manager at Sainsbury’s Argos will walk through the anatomy of a holistic Consumer Generated Content program using examples from Argos and their successful approach to “customer obsession”.
Luke leads the Customer Generated Content team within the Digital function at Sainsbury’s. Originally of Argos legacy, the team is now responsible for the Customer Generated Content strategy and its execution across each of the eCommerce brands under the Sainsbury’s umbrella. Luke’s team remove barriers to product purchase and proposition entry, to facilitate product discovery, confident in their belief that customers who create and experience content go onto become more valuable customers.
From this webinar, retailers will learn how to:
- Optimize content collection so that it drives conversion and loyalty yet retains authenticity
- Generate valuable insight across your products and services, and how to better understand your customers’ needs
- Leverage the Voice of the Customer when decision making, marketing and merchandising
