Argos email campaign increases customer reviews

An email campaign by UK variety chain Argos requesting consumer reviews generated 90,000 responses in January, reports Retail Week. The retailer used Bazaarvoice’s ratings and reviews service to provide online shoppers with feedback on products. Argos Multichannel Programme and Operations Manager David Tarbuck said that the retailer had contacted more than two million customers via the campaign. He commented: “Each review adds to the value others customers get from real product opinions. Since we introduced rating and reviews on the site we have seen volume and coverage increase substantially. The better the coverage of reviews, the greater the positive impact of the review information.” He said that the feedback generated would also be used to inform decisions within the business: “The content also helps to proactively inform the buying teams on which products customers really like, which ensures that we keep in step with their expectations and continue to deliver a great product mix”

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