Studies show that product reviews have a clear influence on the purchase decision: More than 75 % of German internet users rely on them while browsing for products and they can boost sales up to 20 %.
So, having a rating- & review-strategy should be a crucial part of the marketing mix for every brand. When we started working for Electrolux internationally, they had no clear strategy in place. Their current SaaS-solution to collect, moderate, and distribute R&R at that time was not sufficient. The amount and quality of R&R was low as there were no dedicated review collection activities in place. The lack of R&R had a negative impact on sales conversion, insights for product development, and consumer satisfaction as well as on competitiveness.
In order to address these issues, MSM.digital came up with a concept that increased the amount of consumer-generated opinions and boosted product sales: the Global Review Hub.
From the beginning, MSM.digital has been working closely with Electrolux’ global marketing to create the overall strategy, concept, and specific KPIs. We supported our client in assessing the right technical R&R infrastructure and developed the tailor-made R&R platform. With constant management and maintenance by MSM.digital, the platform has become the backbone of Electrolux’ worldwide review- and rating-collection, moderation, display, distribution, and analytics.
The review platform has now been launched across more than 30 brand sites and languages, and has managed to increase the number of reviews displayed on their brand sites from 10,000 to over 100,000 within the first 12 months.