Barratts has increased email conversion rates through using user-generated content from Bazaarvoice’s social commerce platform in its Top Rated Boots campaign. The retailer launched the campaign in December, highlighting the most popular shoes to subscribers shopping for Christmas presents via email. It saw a 12 per cent increase in order value compared to previous campaigns for the season.

Barratts has been using Ratings and Reviews, part of Bazaarvoice’s social commerce platform, since 2008 to build its brand community. In addition to the email campaign, the company launched a Christmas competition on Facebook, giving fans the opportunity to win a bag every day for ‘liking’, sharing or commenting on a Barratts Facebook post. During the three-week duration of the competition, the retailer reported that its Facebook fans increased by over two thirds, from 2,000 to 3,300 fans.

Laura Green at Barratts says: “Incorporating user-generated content into the Christmas campaign has proved a great success in driving sales and increasing customer loyalty. Shoppers have come to expect helpful content and advice as part of the shopping process and so by emailing subscribers with products backed by consumer confidence, we have managed to significantly increase conversion rates.”

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