Pacific’s BEAUTY/crew has today announced an exclusive publishing partnership with leading consumer review technology provider Bazaarvoice. The partnership will see BEAUTY/crew’s high-quality product reviews syndicated via Bazaarvoice to Australia’s largest retailers including Myer, Mecca, Amcal Pharmacy, Big W and Chemist Warehouse. The partnership is the first of its kind in Australia.
According to the soon-to-be-released Bazaarvoice 2019 Australian Shopper Experience Index, more than 45% of Australian consumers interact with ratings, reviews and content on their paths to purchase resulting in revenue per visitor increasing by 159% for brands and retailers.
Importantly, the research shows the value of consumer advocacy with the boosting of sales conversions. For example, on average, one review drives a sales uptick of 10%, 50 reviews 30% and 100 reviews 37%. However, this impact is not limited to online e-commerce sales with an increase in shoppers researching reviews while in bricks-and-mortar stores influencing point of purchase decisions and driving retailers’ bottom lines.
Pacific’s Head of Fashion and Beauty Susie Hogan said: “We have always influenced the consumer journey through service-driven and inspirational content paired with expert and consumer reviews. Now, through our syndication partnership with Bazaarvoice, we can close that consumer journey loop. The partnership provides a seamless way to syndicate our independently generated authentic reviews to retailer websites amplifying peer-to-peer recommendations and increasing sales conversions. It also demonstrates the power of publishers to drive quality and trusted reviews, helping brands of any size to scale up quickly rather than waiting for them to appear organically.”
Launched in 2016, BEAUTY/crew is Australia’s number one online beauty destination combining beauty content and peer-to-peer reviews with the influence and reach of Pacific’s powerhouse beauty brands including Marie Claire, InStyle, Girlfriend, Better Homes and Gardens, Women’s Health, New Idea and Men’s Health.
BEAUTY/crew helps brands to generate sales through genuine quality reviews produced by Review/CREW, a network of more than 2,500 highly-engaged Australian beauty enthusiasts that submit more than 1,000 quality reviews each month. Review/CREW reviews utilise advanced targeting practices that put mass, masstige and luxury products in the hands of the most relevant independent reviewer.
Established more than 14 years ago, Bazaarvoice is the world’s largest provider of consumer content, ratings and reviews which are the voice of today’s shoppers. Bazaarvoice allows shoppers to express whether a product meets their expectations informing other shoppers at a critical stage on their path to purchase. Essentially, Bazaarvoice gives marketeers the ‘why’ behind every purchase.
Across the Bazaarvoice retailer network, 91% of consumer reviews are supplied through Bazaarvoice syndication from partner brands such as L’Oréal. In Australia, Bazaarvoice works with eight out of the 10 most visited Australian retailer websites.
Bazaarvoice Managing Director, Asia Pacific, Kate Musgrove said: “We are excited about our strategic partnership with Pacific. Review/CREW’s reviews are of high-quality; they are detailed, considered and highly trusted by Australian shoppers. Through Bazaarvoice’s unrivalled review syndication capabilities, we can make them work much harder for brands and retailers alike, reaching and engaging many more potential Australian shoppers and, in so doing, increasing conversions and sales revenue.”