E-retailers must focus on their specific goals and examine a vendor’s reputation and market expertise, not referrals.
Office Depot has launched customer reviews, supported by Bazaarvoice, a social commerce technology vendor. The retailer will use the direct customer feedback provided by reviewers, it says, as a guide to its own marketing and merchandising decisions.
Office Depot Inc. has joined the steadily increasing number of retailers seeking and spotlighting user-generated content on e-commerce sites. The office products and services giant, No. 3 in the Internet Retailer Top 500 Guide, has just launched customer reviews, supported by Bazaarvoice, a social commerce technology vendor.
The feature enables customers who shop online to review, rate and share their thoughts on a wide variety of products, including computers, printers, office furniture, supplies and consumer electronics. The multi-channel retailer will use the direct customer feedback provided by reviewers as a guide to its own marketing and merchandising decisions, Office Depot says.
“Customer reviews and ratings not only help people make informed buying decisions, but also provide Office Depot with important feedback on what our customers want and need from the products they are using every day,” says Karim Hadchiti, Vice President of Global E-Commerce for Office Depot.
Reviews and ratings are integrated within product details pages and are available within 72 hours of posting to anyone researching a product or making a purchase.
“Consumers are checking reviews online before purchasing in the store, and then going back online to share their experience with the products they’ve purchased,” says Brett Hurt, founder and CEO of Bazaarvoice. “Office Depot has selected Bazaarvoice as a partner in this new type of multi-channel shopping, and we will work closely with Office Depot to extend the benefits of consumer-generated ratings and reviews to their entire customer base.”