Danskin switches to Bazaarvoice Social Commerce Suite

20 Jul '09

4 min read

Bazaarvoice, the market and technology leader in hosted social commerce applications that drive sales, announced that Danskin, a world leader in women's active apparel, has launched the Bazaarvoice social commerce platform with Ratings & Reviews and Ask & Answer at www.danskin.com.

Now consumers on the manufacturer's site can easily access the authentic opinions of their peers, pose questions, and get answers from other consumers as they research and purchase Danskin active apparel. By offering this valuable content directly on its eCommerce site, Danskin.com is significantly improving the shopping experience for new and existing customers, while measurably decreasing product support costs and customer services calls.

“We've found that, for customers who are increasingly cautious about spending, getting detailed information about the product makes a big difference,” said Jessica Koster, Director e-Commerce Marketing. “Bazaarvoice allows us to include the voice of the customer on the site, in a way that can be measured and tied back to ROI.”

Danskin.com had previously deployed a free hosted product review technology but found that they needed a broader platform of services, products, and reporting to effectively harvest customer-created content for use in product development and merchandising. The company migrated to Bazaarvoice to provide a better way for customers to share what they love about Danskin.com products and for the company to learn more about how customers shop for and use Danskin.com products. Explained Koster: “We knew that Bazaarvoice was the market leader in terms of vision and product roadmap, and we were thrilled when we were able to make the partnership work.”

Danskin.com is using Bazaarvoice Ratings & Reviews to incorporate product opinions from other users, giving them a “person-like-me” perspective so they can make a more confident buying decision. Through Ask & Answer, Danskin.com shoppers and site visitors are able to ask and answer specific questions about all dance, yoga, and athletic apparel on the company's Web site. Danskin.com enlists its employees to provide answers, using badges such as “Staff Answer” and “Expert Answer” to identify the contributor. They also recognize their customers who provided answers, especially those that provide high quantities, badging them as “Top Contributors.” The company also plans to leverage this user-generated content to help guide its advertising and marketing initiatives, as well as help product development teams.

"New data from Nielsen and other researchers shows that consumers are increasingly relying on online and offline word of mouth for shopping and that their trust in online reviews continues to grow,” said Brett Hurt, founder and CEO of Bazaarvoice. “We're very excited to partner with Danskin.com to help them more effectively use consumer-generated content to drive online and offline sales and evolve their products and business around their customers. Danskin decided to upgrade to our solution based on their growing need to leverage the power of social commerce across their multichannel business.”

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