WEBS leverages customer content to enhance brand confidence.
The Opportunity
Since their inception in 1974, WEBS has been dedicated to providing customers with quality products, a wide selection of supplies, and outstanding customer service. WEBS wanted a solution to help them increase online customer engagement and create opportunities for yarn enthusiasts to share their product feedback and creations. Since 2011, WEBS has partnered with PowerReviews to collect authentic content, foster brand loyalty and enhance engagement with their community.
The Challenge
Over the years, the WEBS team noticed their customers were increasingly using social media as a platform to share their creations, made with WEBS’ products. The team looked for a way to leverage their customers’ creative work on their own site, showcasing real-life consumers on product pages. To achieve this goal, WEBS looked for a visual content collection and curation solution that would require little effort to implement.
Finding the right partner that closely understood their challenges was a key requirement for the WEBS team. As the company grew and its business needs evolved, WEBS wanted a partner that would also scale alongside them to help maximize reach and results.
Enhancing the Online Experience
Since partnering with PowerReviews, WEBS has natively collected and displayed over 4,000 images on their site, enhancing the review collection experience. And in just a few months, the team collected hundreds of images from Instagram by tapping into the large pool of visual content many customers were already creating and sharing.
The visual content, along with over 54,000 reviews with an average star rating of 4.5 across multiple product categories, gives customers the information they need to make an informed purchasing decision.
Maximizing Impact from Customer Feedback
By leveraging PowerReviews’ content collection capabilities, WEBS effectively collects a steady flow of valuable feedback on their products across multiple channels, enabling them to showcase their brand, no matter where their customers shop.
One valuable method that WEBS leverages is to syndicate valuable product ratings on Google, which displays ratings and customer feedback in Product Listing Ads. Through PowerReviews, the team collects an average of 500 seller ratings each week, further increasing their review volume. In addition to maximizing return on ad spend, this social proof allows WEBS to uncover product insights and emerging opportunities into improving the customer journey.
Results
ROI Delivered
As customer-generated content becomes an increasingly vital component in a purchasing decision, WEBS is ready to meet that demand, all while building a strong relationship between consumer and brand.
