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Orvis creates Voice of Customer team with Bazaarvoice

08
Feb '10
Bazaarvoice, the market and technology leader in hosted social commerce applications that drive sales, today announced that The Orvis Company has launched Bazaarvoice's social commerce platform, including Ratings & Reviews, Ask & Answer, and Stories on www.orvis.com.

The highly-regarded outdoor equipment and clothing retailer, founded in 1856 as the first mail-order company in the U.S., is using the proven and innovative Bazaarvoice suite to engage its passionate community of outdoor enthusiasts and integrate a full range of customer conversations into the Orvis shopping experience. Orvis is also using these conversations to transform merchandising, marketing, product development, customer service, and business initiatives across the company via a cross-functional Voice of Customer team that is highly visible to executive management.

“Orvis has raised the bar in its innovative use of social commerce to build a lasting dialog with its loyal customers – and to apply the learnings that come from authentic customer feedback to transform its business from top-to-bottom.”

“At Orvis, we have a complete focus on doing what it takes to get everything right for the customer, and with Bazaarvoice's social commerce platform, we are able to connect with our loyal customers in a deep and meaningful way. By tuning into their authentic feedback on our products, we can improve our business on nearly every level,” said John Rogers, Vice President of Marketing at The Orvis Company. “We value our customers' honest feedback – both positive and negative – and Bazaarvoice's complete suite of social commerce applications enables us to turn that feedback into product enhancements and improved business process.”

Orvis decided to launch Bazaarvoice's entire suite of products to create an authentic, ongoing dialog with its customers before, during, and after the purchase process. Orvis replaced an in-house customer ratings and reviews system with Bazaarvoice, making the choice to deploy Bazaarvoice's robust, scaleable social commerce platform to not only put the customer voice front-and-center, but to gain actionable business insights into its customer service, marketing, merchandising, and product development programs.

Already, Orvis is seeing impressive results from implementing Bazaarvoice across its website. Since launching its customer-centric Ratings & Reviews, Ask & Answer, and Stories, Orvis has recorded double-digit increases in sales in many product categories. What's more, the company's dedicated Voice of the Customer team – which includes members from customer service, merchandising, and marketing – has continually analyzed both positive and negative customer feedback via all three components of the Bazaarvoice platform to dramatically improve the customer experience. For example, if a product receives a consistently low rating or poor reviews, the Voice of the Customer team analyzes the problem and decides right away whether to pull the product. They also reach out to reviewers who were dissatisfied, offering replacement products or other incentives; rework marketing and advertising copy to reflect consumer sentiment and language about products; alter merchandising and product design programs; and include positive customer ratings and review content in cross-channel marketing programs, such as in-store banners, email campaigns, and catalog.


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