Leading retailer selects new social commerce software to encourage community interaction and collaboration

Leading retailer selects new social commerce software to encourage community interaction and collaboration

Marks and Spencer (M&S) is working with Bazaarvoice to add social commerce capabilities to its online e-commerce site.

The move is part of the retailer’s efforts to create an even stronger sense of belonging to a community amongst its customers. Encouraging shoppers to communicate directly with the brand and one another will help build loyalty and enhance the online experience.

M&S will use Bazaarvoice’s Ratings & Reviews solution to allow customers to share their opinions and provide feedback on over 24,000 products featured on its website. By collaborating and sharing knowledge, customers will be able to help fellow shoppers make more informed decisions when buying online.

Improving brand engagement

It is also introducing Bazaarvoice’s Ask & Answer application that will enable customers to ask questions about products on the site and access answers from other consumers, experts or M&S itself. Empowering customers to answer questions on M&S products asked by peers will further improve engagement with the brand.

The insight provided by the M&S community will offer a better understanding into consumer behaviour and the purchasing process. This can then be used to develop the company’s e-commerce strategy to help sales and reduce returns. This open conversation with customers also provides valuable feedback for making product improvements and improving overall customer service.