Ann Summers has launched a product ratings and reviews service across its whole web site.
The service was rolled out after a successful trial across two product categories.
The retailer is working with Reevoo for the service, which collects and displays the reviews from customers on Ann Summers’ site. The cost of the service is covered by the extra sales the content generates.
Ann Summers e-commerce, marketing and business development director Julian Baker said that the trial had demonstrated an uplift in sales conversion and impressive coverage of products with reviews.
He said: “The great advantage of these reviews is that they enable our customers to share their genuine experiences. The scores and comments
offer great insight into what people think about our products and how to use them.”
The service has been live across the site for two and a half weeks. So far more than 50 per cent of products available have been reviewed and the content is receiving tens of thousands of views a day.
Reevoo e-mails every customer who buys from the web site to ask them to complete a review of the product they have purchased. The questions asked are specific to the products bought so that the reviews generated are as useful to other customers as possible.
Reevoo chief executive and founder Richard Anson said that Ann Summers would also like to use the content generated to help with product development and merchandising. He added that other developments could include allowing visitors to the retailer’s site to navigate by review scores.
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