Bass Pro Shops Sees Immediate Success With On-Site Ratings and Reviews from Bazaarvoice

Paul Demery

America’s most popular outdoor retailer helps online shoppers by enabling customers o share authentic and relevant product opinions

Austin, TX – June 19, 2006 – Bazaarvoice, an innovator in helping brands use online word of mouth to build their businesses, today announced that Bass Pro Shops has rolled out customer ratings and reviews on www.basspro.com. The new functionality, provided as a hosted and fully managed service by Bazaarvoice and implemented in less than 60 days, allows Bass Pro Shops to supplement its existing outdoor content library of editorial reviews, gear guides, and video clips with consumer-generated reviews for any of their 75,000 items available online.

“Our customers are involved with the Bass Pro Shops brand way beyond simply shopping at a store or on the site,” said David Seifert, director of operations, direct marketing, at Bass Pro Shops. “Our strong community and wealth of content really set us apart from other outdoor retailers. Our Outdoor Library has been built up to over 3,000 pieces of written and video content. Now, with Bazaarvoice, we can offer a way to tap our most influential and opinionated customers for the benefit of our entire customer base.”

Bass Pro Shops has invested heavily in its community, and features editorial reviews and video clips on every category page. The company has also run thriving chat rooms on its site for the past 6 years. Bass Pro Shops has found that usage of outdoor articles, gear guides, and editorial reviews has gone up significantly, leading the retailer to conclude that its customers remained hungry for even more product information.

Bass Pro Shops understood that its community was a critical source of authentic and credible product information on items ranging from its most popular sellers to items with less sales and a lack of research in the marketplace. With a fully managed solution from Bazaarvoice, Bass Pro Shops re-visited its vision of rolling out customer ratings and reviews, a plan that had been scuttled in the past by the extensive resources needed to develop the software and manage the community.

Bazaarvoice provides Bass Pro Shops with a fully managed and hosted customer ratings and review solution that combines outsourced technology, community management services, analytics, and syndication. Bass Pro Shops implemented Bazaarvoice in less than 2 months with very little IT involvement. The look and feel of the reviews are completely consistent with the site, and the reviews integrate with the retailer’s existing log-in system.

As Bass Pro Shops has begun to promote the review community through email and rotating banners, the business impact of customer ratings and reviews has become immediately apparent. Weekly reports contain analysis of review content and trends, and provide a business-level snapshot of the customer voice for the Bass Pro Shops merchandising team to better identify successful or under-performing products on the site. Reviews will soon be integrated into on-site search results as well.

About Bazaarvoice
Based in Austin, Texas, Bazaarvoice offers outsourced technology, community management services, analytics, and syndication to encourage and harness word of mouth marketing, and bring it closer to a company’s brand and customer experience. The company’s flagship hosted and fully managed customer ratings and review service allows businesses to enable, encourage, and analyze customer ratings and reviews on their website. With Bazaarvoice, companies can empower their customers to share honest opinions and influence each other to make more informed and rewarding purchase decisions. Clients like CompUSA, Overstock.com, and PETCO benefit from a credible and reliable customer-to-customer community, without having to delve into complex IT work or the laborious process of community management. Bazaarvoice is a winner of the “Red Herring 100 North America” award by Red Herring magazine. For more information, please visit the company’s website at www.bazaarvoice.com or email info@bazaarvoice.com.

About Bass Pro Shops
Unequaled in their award-winning concept and design, Bass Pro Shops current 33 destination retail stores attract some 78 million people annually. Bass Pro Shops, also a major Internet and catalog retailer, is headquartered in Springfield, Mo.


Bass Pro Shops, business, business finance, Customer experience, Online shopping