Bazaarvoice, the network connecting brands and retailers to the voices of consumers, and BzzAgent, dunnhumby’s advocacy marketing arm for word-of-mouth marketing, have partnered to launch BzzReviews Pro, which enables brands in the U.S. and Canada to generate authentic reviews and rapidly syndicate them to new product pages and associated retail channels.
The new solution is designed to enable brands to distribute high-quality, impactful customer content to the world’s largest network of active, in-market shoppers, the companies said.
Company officials said reviews are a critical component of any successful product launch because they help to drive consumer confidence in the brand, drive sales conversions and build SEO value.
“Marketers increasingly understand the importance of product reviews in driving consumer adoption and purchase conversion in the channel, and want a solution that simultaneously deepens their relationship with consumers from Day One,” said Loran Gutt, VP of Product Strategy at Bazaarvoice.
BzzReviews Pro merges Bazaarvoice and BzzAgent’s capabilities, including:
- Quality Content: All reviews secured through BzzReviews Pro go through a dual moderation process by both Bazaarvoice and BzzAgent, including a round of human moderation, to ensure that the highest quality, authentic content is put in front of consumers as they make their purchase decision.
- Syndication Assurance: Prioritized services related to syndication to ensure these reviews are ready to display right in the online retailer channel in time for product launch.
- Enhanced Visibility and Insights: Clients receive a view of the reviews generated through BzzReviews Pro, key metrics related to the campaign’s impact providing visibility to the most prevalent themes within the content, as well as insight into how it ties into their comprehensive BzzAgent and Bazaarvoice strategy.
- Client-Customized Moderation Guidelines: Provides additional moderation capabilities for brands who are highly regulated, including those that have adverse event or off-label use reporting requirements.
“At dunnhumby, we are committed to putting the consumer at the center of all that we do, and this partnership makes it possible to support this vision by further amplifying consumer-to-consumer conversations about brands,” said Ben Cesare, SVP Business Development for BzzAgent.