B&Q have enjoyed an increase in viewing figures on their website in the last few months thanks to their “Ask and Answer” section.
The tool from Bazaarvoice was introduced last November and has generated a 40% increase in click through rates, in particular for those products with high star ratings.
The tools allows users to see customer ratings and reviews of product lines and helps B&Q to measure the impact this information has on the conversion to sales. Customers find it helpful as they can talk to other customers about products before they purchase.
Andy Leaver from Bazaarvoice commented that this type of user generated information is expected these days and B&Q have seen the importance of customer communication.