is adding Bazaarvoice's Ask & Answer service to enable consumers to both ask and answer product-related questions.
The decision was made after Comet noticed customers were using its Bazaarvoice
-driven Ratings & Reviews service as a way of asking each other questions.
"Bazaarvoice has a great customer ethos, and implementing Ask & Answer is a natural progression from Ratings & Reviews," says Ryan Thomas, head of direct channels at Comet. "Customer reviews have made a significant difference to Comet; influencing our customer service and commercial teams in particular."
"The website has a vast product set with questions not always answered by product specifications," he explained, "so we wanted to give customers their own platform to air product-related queries. As well as creating a new space for customer interaction, it will give us clearer insight into our customers and their product needs."
In the six months since launching Ratings & Reviews, Comet has seen more than six thousand reviews posted across 1,825 products. It has also integrated user generated content into its marketing by including review requests in customer emails and using in-store flyers to invite customers to read product reviews. The retailer plans to use Ask & Answer content in future marketing activity.