Customer Reviews are a key topic for e-merchants. When a product reaches 50 reviews, its sales increase by an average of 30%, says Bazaarvoice, world leader in customer opinion management, which manages including those of the Auchan drive site. The distributor has just wanted to boost the number of reviews on some targeted references and has to do this together with Budgetbox (La Poste Group).
Auchan has tested with industry Mars and Procter & Gamble the marketing platform of the company. With this platform connected to the Bazaarvoice solution, Auchan has rewarded its customers, via discount coupons funded by the brands, in exchange for their opinion on certain purchased products, “We have targeted buyers of less than three months of references concerned to work on fidelity, “says Gauthier Dupont, head of partnerships and data, at Auchan Retail France (opposite). “We started early December 2018 the first tests. In two days, we had achieved 99% of the opinions we wanted to harvest, “said the official, who ensures that this App has increased on average by 3.7 the number of reviews on promoted products. “But it’s still too early to see if the increased number of these reviews is affecting sales.”
If Mars and Procter & Gamble were the first to test this device, other brands will soon be added to the list. The Auchan Drive website has more than 300,000 reviews to date.