As more people research and purchase products online, consumer feedback such as comments, ratings and reviews have become critical to retailers and their marketers. In today’s interactive social networks, responding to user-generated feedback helps retailers drive customer engagement, brand loyalty and buyer confidence.
A newly announced, next-generation solution is aimed at helping marketers deliver more relevant and customized messages across interactive channels, including email, mobile, social, the web and display. The updated tool is a collaborative effort between Responsys, Inc., a provider of email and cross-channel marketing solutions, and Bazaarvoice, a social software and data analytics company.
The fine-tuned link between the Responsys Interact Suite and Bazaarvoice Social Commerce Platform is designed to allow marketers to create and execute cross-channel marketing programs that now include real-time, highly personalized messages based on a consumer’s social commerce interactions as tracked by Bazaarvoice. These interactions could encompass product reviews, ratings, questions and answers, or comments.
Key benefits of the enhanced solution reportedly include the ability to personalize and trigger marketing messages reflective of a user’s specific social buying and browsing activities and other personal attributes in a customer’s Responsys Interact account. Marketers also can create email content templates that are consistent across their marketing programs, including those for various Bazaarvoice SocialAlerts.
Retailers including L.L. Bean, Skullcandy and True Value Company already have rolled out the integrated solution.