UK electrical specialist retailer starts to build online community and knowledge base with implementation of Bazaarvoice service.
Comet has begun rolling out plans to enhance customer engagement on its website by appointing social commerce technology company Bazaarvoice to implement online customer ratings and reviews.
One of the UK’s largest electrical retailers, Comet has over 250 stores nationwide. Already known offline for its customer experience, Comet intends to bring the same customer focus to its e-commerce operation by building an online community where customers share product knowledge and experiences with each other.
“We recognise the value in customers being able to express their thoughts about products,” said Ryan Thomas, head of direct channels.
“This is one more step we are taking to make Comet more of a destination site for consumers. Comet’s company goal is to be there for its customers, and we want to build a community, allowing customers to interact with the brand and each other.”
Comet also intends to use review comment in its online and offline marketing.
“User-generated content is a huge leverage for any kind of marketing activity we’ll be doing in the future,” Thomas continued. “We’ll be using clips of people’s comments, good and bad on promotional material.”
Comet was founded 75 years ago. The retailer will work with social commerce provider Bazaarvoice to oversee direction of the reviews service. Bazaarvoice was chosen for its knowledge gained through experience of working with over 290 leading global brands, and for its multichannel approach to social commerce.
“Customer to customer interaction is the way to build a credible, unbiased knowledge base and will help Comet.co.uk deliver online the great customer experience its stores are known for,” said Sam Decker, chief marketing officer at Bazaarvoice. “Customer-generated content can be used in a number of other ways - to improve merchandising, increase multichannel sales and enhance search engine optimisation. Comet’s review service will also help to improve satisfaction and loyalty.“
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