How L’Oreal is Turning to Consumer Reviews to Boost Online Sales |
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.”
KEEP READING HERE
|
 |
 |
|
This article was published by The Drum. A link to the original appears at the end of this post.
www.thedrum.com

Graphic Designer ThirdChannel Boston, Massachusetts |
Freelance Producer MCD Partners Chicago, Illinois |
Traffic Manager Media Logic Roessleville, New York |
Director of Marketing Giving Assistant San Francisco, California |
Illustrator Virginia Economic Development Partnership Richmond, Virginia |
Associate Creative Director Well Done Marketing Indianapolis, Indiana |
Brand Intern Virginia Tourism Corporation Richmond, Virginia |
Analyst, Insights + Analytics Landor Associates New York, New York |
Director of Strategic Communications and A... IFES Arlington, Virginia |
Software Engineer, Full-Stack The Nielsen Company Needham, Massachusetts |
Copywriter Vladimir Jones Denver, Colorado |
Account Executive - Communications Kellen New York, New York |
Digital Marketing Specialist University of North Carolina at Greensboro Greensboro, North Carolina |
Advertising Jobs
New Media Jobs
Creative Jobs
Marketing Jobs
Geek Jobs
|
|
|