Retailers shift their ad spending from TV, radio and print ads to digital ads.
Online distributor of light bulbs and accessories adds product reviews to new site to make shopping even easier
Bulbs.com, one of the nation's largest Philips Lighting distributors, has partnered with PowerReviews to provide the platform for user-generated product reviews on its web site.
"We believe user-generated product reviews will give our shoppers the information and confidence they need to purchase the right product every time", says Bulbs.com CEO Mike Connors. "Our goal is to help commercial and residential customers find the right light bulb faster and easier. We know that an overwhelming number of shoppers use product reviews to assist them in purchasing an item, so by adding this feature we expect to increase our satisfaction score, conversion rate and average order value while decreasing product returns and customer service requests", says Connors.
In addition to user-generated reviews, the site will also use Answer Box, a question and answer forum between shoppers and knowledgeable customers or Bulbs.com staff, right on the product detail page.
"We are expecting some very healthy increases in search traffic and social media engagement as well", says VP of Marketing Bryan Trainor. "We selected PowerReviews as our partner because we own the content and it lives on our site, creating better SEO opportunities for searches on specific bulbs or bulb applications.", says Trainor. "Content is king and product reviews and Answer Box will allow us to generate thousands of pages of searchable content very quickly."
Bulbs.com, headquartered in Worcester, Mass., is a leading online incandescent, fluorescent and LED lighting supplier. Established in August 1999, Bulbs.com provides lighting products to a growing list of nearly 100,000 commercial customers operating 250,000 locations in the hospitality, retail, property-management, healthcare, manufacturing and municipal sectors. For more information, visit www.bulbs.com.