Macy’s, which bills itself as “the world’s largest department store”, is taking aim at a slightly less catchy benchmark: to be the multichannel retail site with the most consumer-generated content.
The retailer said yesterday it will add customer ratings and reviews to its Macys.com Web site using a hosted service from Bazaarvoice.
“Macy’s is known for several firsts that changed the retail industry,” Macys.com president Kent Anderson said in a statement. “We’re continuing that tradition online by implementing customer ratings and reviews from Bazaarvoice to help our shoppers really understand what they are buying, so they are completely satisfied with their purchase.”
Bazaarvoice’s service manages and moderates customer product ratings and comments for e-commerce users, allowing a turnkey solution for putting consumer-generated content on their Web sites. The hosted platform allows a full integration with retailers’ current Internet sites to suit the look and feel of their existing Web pages.
Recent studies by Shop.org and other industry analysts have suggested that incorporating ratings and reviews can lift Web conversions and enhance natural search rankings of a merchant’s Web product pages.
