Nostalgia key to customer engagement for House of Fraser as it uses Bazaarvoice Stories to promote seasonal campaign

Nostalgia key to customer engagement for House of Fraser as it uses Bazaarvoice Stories to promote seasonal campaign

House of Fraser is working with social marketing technology provider Bazaarvoice on a Mother’s Day Stories campaign.

The project follows the successful implementation of the provider’s Ratings & Reviews and Ask & Answer platforms on the department store chain’s website.

Building brand connections

The campaign uses Bazaarvoice technology to collect customers’ nostalgic experiences and unique recollections of lessons their mothers taught them. The Social Recommendations feature gives customers the ability to link to specific products from their submitted stories. House of Fraser expects the Stories campaign to drive brand engagement by prompting an emotional connection with the brand and boost customer loyalty.

The Stories campaign features across multiple channels, sitting on the brand website as well as in email newsletters, the blog and House of Fraser’s Facebook and Twitter profiles.

House of Fraser introduced Bazaarvoice Ratings & Reviews and Ask & Answer in October 2010 and has since reportedly seen a huge spike in user-generated content, with over 4000 reviews having been submitted so far.

The Ask & Answer platform has provided insight that allows House of Fraser to identify where more detailed product descriptions and editorial content are required on the website and to deliver fast and helpful feedback to customers about the design and quality of various items.

More than just hard sell

“Stories is a great way for House of Fraser customers to show their peers how products fit into their lives,” explained Richard Anderson, international vice president of client services at Bazaarvoice. “The Mother’s Day Stories campaign harnesses user-generated content in order to drive customer engagement and brand loyalty through the authentic voice of House of Fraser customers.”

“We’ve had a really positive response to the Ratings & Reviews and Ask & Answer functions on our site,” said Robin Terrell, executive director of multichannel and international at House of Fraser. “The Stories campaign is another great way of encouraging customers to share their experiences. It will help us to achieve a more personal connection with customers and to build a strong online community, through offering browsers rich and compelling content.”