It doesn’t matter how good you think your product is – research shows that online shoppers trust other people’s opinions more than any marketing claims. So the ideal way of promoting your goods is to get your customers to do the selling for you – by using a ratings and reviews and customer recommendations engine on your site.
The e-commerce landscape is forever changing. What once seemed like super-whiz-bang functionality is now just table stakes. Two perfect examples of this phenomenon are ratings and reviews and product recommendations. There are some exceptions, undoubtedly, but the vast majority of e-commerce sites will benefit from allowing their customers to review the products they have purchased and dynamically recommend other products for up-sell and cross-sell.
Ratings and reviews
BT Expedite & Fresca’s in-house Ratings & Reviews service lets you show customer comments and ratings on a product details page, while an average star rating shows customers the most popular items in a category or search result. You can restrict reviews to registered customers, and send feedback reminders to people who have bought something from the site. Administration screens let you find all the reviews that have been placed using the same email address and you can require approval for reviews or remove any that are inappropriate.
The FrescaCommerce Platform Recommendations service allows retailers to cross-sell and up-sell by providing dynamic recommendations. It comes with a fully-featured administration console enabling retailers to modify recommendation rules on the fly so that they can achieve the highest possible conversion rate. Rules can be based on product attributes – for example products in the same category or with the same colour– or based on previous sales data – “customer who bought this, also bought that”. The rules engine allows retailers to refine the basic rules so that only products over a certain price or with stock above a certain level are displayed. Rules can be A/B tested against each other on an ongoing basis to ensure that the highest-performing rules are enabled.
Recommendations are typically shown on a product detail page, but the BT Fresca Recommendations service supports recommendations across the website, with the ability to use different rules in different places. Want to cross-sell on your basket page where the recommendations take account of what’s already in your basket? No problem. How about a recommendations spot on your homepage that takes account of the product categories that your visitors looked at on their previous visit. We’ve got that covered too. And much more!
The Ratings & Reviews and Recommendations services are fully hosted by BT Fresca, and share the same administration console. They will work together or independently and, although each integrates fully with websites built on the FrescaCommerce Platform, they can also be used as standalone services on any e-commerce site.
Posted by Jonathan Bowen, Head of Client Services, BT Expedite & Fresca
The run up to the busiest time of the retail calendar officially started this weekend with the ten week countdown to Christmas! And here at BT Fresca the manic and mayhem has already started, we’ve been going off piste with Snow + Rock and going global with Aurora Fashions.
We constantly strive to help our customers, help their customers, but this week we’ve been especially hard at work playing Santa’s little helper to make the Christmas rush easier for everyone. The new mobile optimised Snow+Rock website has just gone live, making it easier for shoppers to place orders and browse on the go – fantastic if your planning to hit the slopes, or for last minute gift shopping and catching those bargains as soon as they hit the sales.
Around the globe, the Fresca fairies are busy sprinkling their e-commerce magic, already providing websites for Karen Millen, Oasis, Warehouse and Coast for the last five years in the UK and more recently going web optimised. We’ve now pushed them global launching the Karen Millen website in Germany as well as a joint website for Oasis, Warehouse and Coast where customers can shop across the brands all in one site!
Both sites are in local language that support local fulfilment, promotions, payment and customer service tailored for each specific country, and Aurora plan to roll out our platform across even more countries. The web sites will support local payment types such as direct bank transfer and invoice on delivery, and the capacity to manage fulfilment from a local distribution centre.
The Frescacommerce Platform is behind many of the world’s fastest growing and most successful e-commerce web sites. It aims to blend creativity with e-commerce best practice and to integrate back office functions like customer ordering, call centre and fulfilment, to maximise sales while giving customers an engaging online experience.
Hash Ladha, Aurora’s group multichannel director, said: “We are very impressed by the current FrescaCommerce Platform and BT’s development plans for the future. These will help underpin our own plans for growth in Europe, Asia-Pacific and beyond.”
We are very excited about these new sites going live and wish our customers all the best for the Christmas trading period.