The retailer is adding Ask & Answer, the customer-to-customer online helpdesk from Bazaarvoice. The decision was made after Comet noticed customers were using its reviews platform as a way of asking each other questions. “Bazaarvoice has a great customer ethos, and implementing Ask & Answer is a natural progression from their Ratings & Reviews service,” says Ryan Thomas, head of direct channels at Comet. “Customer reviews have made a significant difference to us; influencing our customer service and commercial teams in particular. The website has a vast product set with questions not always answered by product specifications, 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.”

Comet has so far seen over 6,000 reviews 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.