One of the best parts of my job at PowerReviews is sitting down with our customers to learn about the challenges and opportunities they face each day. Earlier this month, I had the opportunity to chat with Ken Bausch, Vice President of Global Digital Marketing at World Kitchen. World Kitchen may not be a name you’re familiar with, but you probably recognize the company’s iconic kitchen brands, like Pyrex, Corelle, Corningware, and Chicago Cutlery.
Ken and I chatted about how ratings and reviews and Q&A drive traffic and sales and help brands and retailers identify ways to improve the consumer experience. Here are three takeaways from our conversation.
Reviews are Key for Sales
Consumers trust the reviews of other consumers. And reviews are an incredibly important part of the purchase journey, helping shoppers determine the products that best fit their needs.
Q&A Can Help Identify Missing Content
When World Kitchen first turned on Q&A on their site, they received a high volume of questions. World Kitchen identified common themes in questions — such as inquiries about product dimensions — and used this as an opportunity to add additional content on product details pages that provides customers with the information they need to make a purchase.
Syndication Amplifies the Impact of Reviews
In addition to collecting reviews, World Kitchen also syndicates these reviews to about a dozen retailers in the U.S. and Canada. World Kitchen has found the syndication process to be very simple, yet incredibly impactful.
Want to hear what else Ken had to say? Watch the full interview.