Argos seems to have got everything right in the way it handled the acquisition of reviews from customers who made purchases over the busy Christmas shopping period. A blog post by Anna Skaya
, Bazaarvoice's UK community manager, gives rare detail on just how to make sure you get the best possible response from your customers.
One winning strategy was to postpone sending out email requests for reviews during the month of December, due to the high level of gift purchases and a possible lower level of response:
The Argos decision to hold all email until January was an important one from a level of return perspective. It also ensured that fresh reviews were received ahead of their January Catalogue launch, a key milestone in their trading calendar. We were under pressure to process and moderate the content quickly and accurately — Argos requires the highest degree of moderation so no drop in SLA or quality would be acceptable!
Result: Argos set a Bazaarvoice record by amassing more submissions in a 24 hour period than any other Bazaarvoice client, plus it doubled the previous highest number, set by a large US client.
You can read full details on the Argos success story on the Bazaarvoice blog