Inside Sephora on 34th street.

Today Bazaarvoice, a consumer-generated content, advertising and personalization solution platform announced its new functionality “Brand Edge.” The addition to its suite of offerings will empower brand marketers to collect product reviews and display influential ratings to shoppers for improved revenue, product launches and consumer feedback.

Brand Edge marks the next phase for Bazaarvoice as it aims to elevate rating and review strategies by eliminating the common requirement of an e-commerce installment. “With the extensive reach of the Bazaarvoice Network, brands can place valuable ratings and reviews in front of shoppers at multiple retail touch points,” a company spokesman said.

In order to optimize these reviews, brand marketers are charged with capturing consumer feedback to draw more potential shoppers. Brand Edge’s capabilities set out to streamline operations. “Within one month of launching Brand Edge, we went from zero reviews to having content on every single one of our products at one retail e-commerce site,” said David De Nino, director of e-commerce at DS Laboratories. “In the four months after launch, we saw sales grow 235 percent. Getting consumer-generated content in front of shoppers played a big role in the growth.”

Consumers — especially Millennials and Generation Z — refer to product reviews on e-commerce sites and crowd-source popularity of products with friends and family via social media prior to completing a purchase. According to Interactions Marketing’s “Retail Perceptions” report, “The popularity of researching product information on retailer’s web site (56 percent) is nearly identical to researching on social media (58 percent) and 68 percent research products before purchasing at least half the time.”

They’re not just reading reviews — consumers are leaving commentary as well. Nielsen’s “2016 Social Media Report” reported that 24 percent of light social media users — those who log less than one hour per day on social — use the platforms to show support for favorite companies or brands. Twenty-three percent of light users use social media to review a product or service, the report said. This jumps up to 29 percent and 25 percent respectfully for heavy social media users — individuals who spend three or more hours per day on social media.

BazaarVoice counts Adidas, Burt’s Bees, Crate & Barrel, Free People and Sephora among its customers.

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