For years Samsung has interacted with consumers through web forums, chat rooms and bulletin boards. But the consumer electronics manufacturer could only reach customers who visited the manufacturer’s site.
That changed seven months ago when the company began using Bazaarvoice’s BrandAnswers system. The service enables a “Mr. Samsung” persona to answer consumers’ questions on retailer sites like BestBuy.com and Walmart.com. “Interacting with consumers at the most vital touch point is our goal,” says Kris Narayanan, Samsung Electronics America director of integrated marketing. “The ability to do so not only on our web site, but also at retailers’ sites is a natural extension of that interaction. It also fits in our mutual goal of increasing the conversion rate.”
Samsung is one of several companies to test BrandAnswers, which officially launched today. Whereas most sites’ ask-and-answer programs feature the retailer responding to consumers’ concerns, BrandAnswers allows manufacturers to find and answer consumers’ questions on retail sites. The answers are tagged with the manufacturers’ name and logo, like Mr. Samsung, and they appear on the sites of any retailers that use the Bazaarvoice system.
The aim is to help manufacturers participate in consumers’ conversations and sell products, says Sam Decker, Bazaarvoice chief marketing officer. “Enabling suppliers to answer questions will drive the conversion rate higher, lower the return rate and it’s free to the retailer since the manufacturer pays for the service,” Decker says.
Samsung’s Narayanan says product views have increased 96% on retailer product pages where Mr. Samsung has a presence. “That is a very positive sign that shows that we’re increasing consumers’ interest in our products,” he says.
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