How L’Oreal is Turning to Consumer Reviews to Boost Online Sales

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By: The Drum

L’Oreal is hoping a new investment in consumer review technology will help instil confidence its brands, which include Yves Saint Laurent and Kiehl’s, and boost sales of its products.

Given that its own websites don’t have e-commerce functionality, L’Oreal historically couldn’t benefit from post-purchase email triggers to generate large numbers or reviews, which take time to build up. To combat this the beauty company has worked with Dunnhumby’s newly launched advocacy platform BzzReviews, which aims to drive e-commerce sales and build brand trust via reviews from consumers.

The tool works by generating reviews based on product trials and experiences, which are then broadcast via syndication partners, including Bazaarvoice, to relevant brand pages and retail websites.

For L’Oreal consumer reviews provide “invaluable insight” in to its product use and are one of the brand’s “most powerful routes to increasing sales”, according to Sam Crossman, senior digital manager, L’Oreal Paris UK.

“We understand the value of reviews to both the online and in-store shoppers. Reviews reassure consumers and provide invaluable insight into product use and suitability,” he told The Drum.

“The insight we receive from running review panels feeds directly back into brand marketing campaigns, and could even influence product development.

“Reviews and other user-generated content are integral to our overall digital and ecommerce strategies… We know that peer to peer recommendation is a very important part of the consideration journey, whether directly through friends and family, or through peer group association.”

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