Bazaarvoice Conversation Index Vol. 6 Reveals How Responding to Social Feedback on Shopping Sites Helps Companies Affect

Bazaarvoice Conversation Index Vol. 6 Reveals How Responding to Social
Feedback on Shopping Sites Helps Companies Affect Consumer Sentiment and
Purchase Intent

Key Points to Know:

  *Research shows intent to purchase more than doubles when consumers see a
    brand's response to a negative review
  *Brand responses significantly improve product sentiment and increase sales
    when used to clarify product differentiators or correct misperceptions
  *Bazaarvoice Connections enables brands to respond to reviews on more than
    200 retail sites

AUSTIN, Texas, Oct. 2, 2013 (GLOBE NEWSWIRE) -- Bazaarvoice, Inc. (Nasdaq:BV),
a technology company connecting businesses together to amplify the authentic
voices of consumers where they shop, today released The Conversation Index
Volume 6, a research study that investigates the role of social technologies
in building better relationships between businesses and consumers. The latest
volume of Bazaarvoice's semi-annual research series details how consumers
establish a dialogue with businesses through social technologies and how
brands and sellers can build stronger relationships and improve shopping
experiences by responding to online feedback.

Addressing the need for brands to directly respond to reviews and answer
questions on retail sites, Bazaarvoice Connections now enables nearly 1,000
brands to participate in conversations happening about their products or
services on retail and shopping sites in the Bazaarvoice network representing
hundreds of millions of consumers. Brands can sign up for Connections and
answer questions about their products for free at

Based on an analysis of data from more than 100,000 pieces of user-generated
content in the Bazaarvoice network and responses from a survey, conducted by
Wakefield Research, of 1,600 nationally representative US adults, key findings
in The Conversation Index Volume 6 include:

  *Responsive brands increase sales. When consumers saw a brand's response to
    a negative review, their overall opinion of the product and their intent
    to purchase more than doubled compared to when they saw a negative review
    without a brand response. In addition, when brands responded to a review
    in which the product owner misused or demonstrated a significant
    misconception about the product, shoppers who saw the brand response were
    186 percent more likely to purchase than those who didn't. Similarly, when
    a brand's response offered to refund, upgrade, or exchange a disgruntled
    customer's product for a different model, shoppers were 92 percent more
    likely to purchase than shoppers who saw no response.
  *Perception improves when brands respond to consumers. Shoppers see
    responsive brands as caring and trustworthy and show higher sentiment
    toward their products. Seeing a brand response to a review made consumers
    think the brand "really cares about consumers" (41 percent), "has great
    customer service," (35 percent); is "a trustworthy brand," (22 percent);
    or provides "products [that] are high quality" (14 percent). Average
    sentiment also improved 157 percent after seeing a review with a brand
    response that corrected product misuse and offered corrective
    instructions, and 88 percent when a brand response offered to refund or
    upgrade the reviewer's product.

The Conversation Index also highlights that consumer feedback often contains a
call to action (CTA), such as product suggestions, support requests, and
simple words of thanks—all of which present opportunities to respond.The
analysis identifies the methods brands can use to quickly and easily identify
these CTAs in consumer feedback, and also provides guidance on the ways brands
can develop effective responses that will resonate with consumers.

With Bazaarvoice Connections, brands can answer questions, respond to reviews,
and make purchase recommendations on the retail sites in the Bazaarvoice
network where their customers research and buy—through one simple portal. In
turn, retailers leverage their suppliers' unique product expertise and passion
to create an exceptional online shopping experience that increases traffic and
revenue both on sites and in stores.Participating brands range from consumer
packaged goods companies, to leaders in the apparel, consumer electronics, and
beauty categories.

Comments on the News:

  *"We all accept that businesses need to be more engaging and some go so far
    as to say businesses need to be 'human,'" said Lisa Pearson, chief
    marketing officer at Bazaarvoice. "The data behind The Conversation Index
    tells us that responsiveness is one of the most important dimensions of a
    more 'human' commercial relationship. With the acceleration of market
    changes from social media, new technologies, and increased competition,
    companies who want lasting relationships with consumers must participate
    in experiences that foster trust, dialogue, and collaboration at each
    stage of their journey."
  *"Like most brands, we have historically been isolated from customers at
    the moment when they're most open to be influenced—in the retail aisle,"
    said Ray Mazur, CIO at Homax Group. "Connections gives us the ability to
    engage directly with our customers, which helps us avoid being caught
    flat-footed on potential incorrect usage of our products and proactively
    address low star reviews. The insights we gain are critical not only to
    our ability to manage our brand reputation and protect customer loyalty,
    but also preserve our position as a preferred vendor with our retail
  *"The ubiquity of user-generated content has created challenges for
    retailers—who cannot scale to respond to the volume of consumer
    content—and brands, who are often locked out of conversations about their
    products and need a way to protect brand reputation and influence sales,"
    said Pehr Luedtke, general manager, Connections at Bazaarvoice.
    "Connections solves for this by providing a brand representative in the
    digital aisle, enabling product experts to engage directly with consumers
    deep in the purchase funnel where they can help consumers to make
    decisions and enjoy better product experiences."

About Bazaarvoice

Bazaarvoice connects businesses together to amplify the authentic voices of
people where they shop. Each month, more than 400 million people view and
share opinions, questions and experiences about 20 million products in the
Bazaarvoice network. The company's technology platform channels these voices
into the places that influence purchase decisions, helping businesses gain
access to a wider audience of shoppers and trusted consumer content to improve
sales and marketing. Headquartered in Austin, Texas, Bazaarvoice
hasofficesacross North America, Europe and Asia-Pacific.For more
information,, read the blog at, and follow on Twitter

CONTACT: Media Contact:
         Matt Krebsbach
         Bazaarvoice, Inc.

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