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Christmas email campaign improves consumer confidence and increases sales through the use of customer-generated content

Christmas email campaign improves consumer confidence and increases sales through the use of customer-generated content

 

Barratts, the footwear and accessory company, has increased email conversion rates through using user-generated content (UGC) from the social commerce platform from provider, Bazaarvoice, in its 'Top Rated Boots' campaign.

 

The retailer launched its Top Rated Boots campaign in December, highlighting the most popular shoes to subscribers shopping for Christmas presents via email. It saw a 12% increase in order value compared to previous campaigns for the season.

 

Barratts has been using Ratings and Reviews, part of Bazaarvoice’s social commerce platform, since 2008 to build its brand community.

 

Effectively improving communications

 

The festive campaign, which was issued on 10 December, featured shoes for men, women and children in a simple, easy-to-read format. With issues like sizing and style making shoes a complicated gift to buy, the email makes it easy for customers to better understand which shoes are best suited for family and friends, without bombarding subscribers with several different emails.

 

The campaign has contributed to a notable increase in the volume of products being rated and reviewed on products featured.

 

The company also launched a Christmas competition on Facebook, giving fans the opportunity to win a bag every day for ‘liking,’ sharing or commenting on a Barratts Facebook post. During the three-week duration of the competition, Barratts reported that its Facebook fans increased by over two thirds, from 2,000 to 3,300 fans.

 

Barratts also uses content from the Bazaarvoice platform to further personalise the consumer experience by manufacturing shoe boxes to display a customer review of the purchased product on the outer packaging.