steps up its site with consumer Q&As

Share this content: steps up its site with consumer Q&As steps up its site with consumer Q&As

Online footwear retailer, a subsidiary of Brown Shoe, is revamping its Web site as part of an ongoing initiative to enhance the cus­tomer experience on the site.

After a one-year partnership with Bazaarvoice, is now tapping into user-generated potential by using Bazaarvoice's Ask & Answer tool, a social commerce service that lets shop­pers post and respond to specific prod­uct questions on e-commerce sites. These Q&A conversations run along­side standard product information.

“When customers are shopping for shoes they want to know how they are going to fit and what other custom­ers have to say about them,” said Meg Armstrong, VP, direct-to-consumer at Brown Shoe. “This gives consumers a voice and a community.”

The service is available for every product. Customers are encouraged to participate via an e-mail that thanks them for the purchase and includes a link to write comments about the shoes, and answer other customer questions.

According to Armstrong, some example questions include “Do they run wide or small?”; “What is the material like?”; or “Would these heels look good with a cocktail dress at a wedding?”

This is one of a number of upgrades to the site that is doing over the next year. While she declined to go into detail about specific campaigns, Armstrong said that has updated its product search feature and enhanced product descriptions and is trying to make the site overall more customer friendly.

“Our strategy is to encourage a sense of community and interaction for peo­ple that are passionate about shoes,” Armstrong said.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above