Online swim/bike/run retailer Wiggle.co.uk is using customer reviews to drive sales and improve natural search rankings. Claimed to be the UK’s most visited online bike shop, Wiggle has launched ‘social commerce technology’ to increase conversion rates and aid search activity.
Social commerce provider Bazaarvoice has been appointed to implement and oversee the new reviews service, which will enable cycling enthusiasts to share their experiences of over 250,000 products available on the website.
Wiggle.co.uk launched in 1999 and stocks a wide range of cycling, running, swimming and triathlon equipment. It is claimed to be the largest cycling retailer in the UK in terms of site visits and also the third most popular online sports shop; selling to over 70 countries. A Which? poll has seen the retailer voted the ‘UK’s Top Sports & Leisure Shop’.
“We want to give customers a better user experience,” said Steve Mills, Web Manager of Wiggle.co.uk. “Our vast number of products means it’s difficult to maintain up-to-date product information both for customers and for SEO purposes. Customers already share their experiences around the web, so sharing reviews, photos and videos on our site is a fantastic opportunity to build our own community – we want this service to be integral to our site.”
A monthly email promotion will be used to promote the reviews service and drive customer contributions. The first is a competition to win a Focus bike worth
