Impact

Each year, we honor client brands that take customer conversations to the next level. Here, read about how customer conversations change everything.

Impact awards finalists

The winner in this category best demonstrates the value of customer conversation in its marketing. They build ground-breaking multi-channel campaigns centered on customer feedback. They are proud of their communities and leverage this valuable dialogue in the marketplace. Read the stories of our finalists in the Impact category.

John Lewis: Expert reviews add credibility to site

As a multi-channel retailer, John Lewis recognise the importance of expanding the exceptional service and expertise of their in-store partners – a differentiator for the brand – into the online channel. Prior to launching customer reviews, the brand identified 70 partners to post “Expert Partner” reviews on the site. Expert Partners complete a training program, receive products to review, and publish reviews with an “Expert Partner” badge. John Lewis launched reviews on JohnLewis.com with 2,000 Expert Partner reviews, 30,000 customer reviews, and 25% product coverage. Since launch, the retailer has noticed a positive uplift in key online metrics including conversion rate.

Boots UK: Influencer program creates exclusivity

Boots UK asked its most active reviewers to be part of an exclusive panel, enabling them to test and review products prior to their launch at Boots.com. Since creating the program, Boots have collected over 2,000 reviews from this influential audience. Members of the online “focus group” receive a special badge online, designating their participation on the panel. Review volume has risen over 25% since launching the panel, indicating that other customers aspire to earn the exclusive badge. Boots UK find that including a product in the panel can increase the number of reviews for the product up to 1,000%. Historically, the retailer sees higher conversion rates for products with reviews, so they expect to see a positive impact across the business from engaging their advocates online.

Halfords: Customer opinions influence in-store shoppers

Halfords use customer reviews and ratings in their mobile experience to influence in-store shoppers with opinions from customers. Their easy-to-use mobile application allows users to scan bar codes on product tags, taking them directly to the product’s information and reviews. Their mobile-optimised site and native application both automatically display the same reviews available on the ecommerce site, delivering a consistent customer experience with little effort on the part of the retailer.

Laithwaites Wines: Customer words power effective marketing

Laithwaites Wines use customer content in their marketing materials to overcome consumer hesitation when buying a new wine. The wine retailer consistently uses star ratings and review snippets in marketing emails and their print catalogue. In one case, they removed all marketing copy from a print catalogue page and replaced it entirely with customer content. Feedback from customers even influences the product portfolio: Laithwaites often package multiple top-rated wines into “Customer Favorites” and “Five-Star” collections.