Comet.co.uk has embraced web 2.0' driven social commerce, after successfully asking its customers to contribute product reviews online.
The nationwide electrical retailer has added a new, customer-generated question and answer (Q&A) platform from Bazaarvoice following the implementation of its Ratings & Reviews product late last year.
Ryan Thomas, head of direct channels at Comet, said taking on the Ask & Answer tool was a natural progression from using the Ratings & Reviews tool.
"Customer reviews have made a significant difference to Comet; influencing our customer service and commercial teams in particular," he said.
He explained that the website has a vast product set, which raises queries among customers that are not always answered by product specifications.
The new Ask & Answer tool will offer customers the chance to ask and answer product questions among each other.
"We wanted to give customers their own platform to air product-related queries," added Thomas. "As well as creating a new space for customer interaction, it will give us clearer insight into our customers and their product needs."
In the six months since implementing the reviews capability, Comet has so far received more than 6,000 reviews across 1,825 products. This has enabled it to integrate user-generated content into its multichannel marketing strategy.
As a result, it now includes review requests in customer emails and uses in-store flyers to invite customers to read product reviews. In addition, the retailer now plans to use Ask & Answer content in future marketing activities.
-
Should AI PCs be part of your next hardware refresh?AI PCs are fast becoming a business staple and a surefire way to future-proof your business
-
Westcon-Comstor and Vectra AI launch brace of new channel initiativesNews Westcon-Comstor and Vectra AI have announced the launch of two new channel growth initiatives focused on the managed security service provider (MSSP) space and AWS Marketplace.
-
Preparing for peak: How customers purchased during peakwhitepaper The online shopping trends that shaped the parcel delivery experience during the busiest time of the 2022 calendar
-
How Crew Clothing went mobile to turn around a struggling businessCase Study Mobile sales tech unleashed a tide of change, buoying further growth across the UK coast-inspired casualwear chain
-
Going contactless with shoppers in a post-COVID worldWhitepaper Retail guide
-
Leanpath’s new tools help reduce food waste and costsNews Impact Suite uses automated action plans to help kitchens address food waste issues
-
How web retailers cope with the demands of the holiday seasonIn-depth Christmas, New Years, Boxing Day, January sales… How can web retailers meet the demands of seasonal peaks in sales?
-
Retailers start Black Friday early to avoid system outagesNews Many online retailers have learnt from the mistakes of last year by launching sales weeks or even months early
-
Amazon's drone delivery might track customer location infoNews The service will use a person's smartphone data to find them and deliver even if they are not in a static location
-
Cook deploys Qlik to track Christmas salesNews Homemade food retailer uses visual analytics to react faster to customer demand
