Walmart Canada increases product page conversion with Bazaarvoice

Walmart Canada empowers brands to boost retail sales by improving content on product pages

Meeting the needs of shoppers plays a critical role in Walmart Canada’s mission of helping customers save money and live better. Knowing that consumers want to be confident in their buying decisions, the retailer relies on user-generated content (UGC) to help them discover the perfect products and make informed purchases. The 24 million reviews available on product pages are a win-win-win for Walmart Canada, consumers, and the suppliers that sell on the retailer’s site.

Leveraging high-impact content from brands to optimize product pages for conversion

Brands gain a significant competitive advantage by getting more of their content in front of Walmart Canada shoppers. By increasing the amount of UGC on retail product pages, brands improve the consumer journey in so many ways; increased discoverability of their products, boosted traffic to product pages, improved visibility in category search, strengthened relationships with retail partners, and maximized channel sales.

By partnering with Bazaarvoice, Walmart Canada gathers a majority of its reviews from brands that collect their own reviews and distribute them to the retailer’s site. In fact, syndication from brands in the Bazaarvoice Network accounts for 80% of the total review volume on the retailer’s site. The 1,300+ brands that syndicate reviews are reaping the rewards.

“The products that stand out on our site have strong review volume numbers and high average ratings. Getting more reviews is one way brands can improve where their products show up, giving them more clicks to their products,” said Shariq Hasan, Associate Manager, E-commerce Merchandising Operations at Walmart Canada. “Our brands see that as their review volume goes up, so do their conversion rates.”

Walmart Canada activates its suppliers by encouraging them to syndicate content. This partnership supports the retailer’s broader efforts to optimize product pages.

“Many of our merchant teams reach out to brands and motivate them to increase their review volume and coverage by highlighting the value of UGC. This is key for scalability,” said Hasan.

Increasing review volume with native review collection strategies

Walmart Canada doesn’t just lean on brands to source UGC across its site. The retailer proactively collects content and has gathered more than 380,000 reviews from its own review generation efforts.

“Much of our success is from collecting native reviews rather than only relying on brands,” said Hasan.

Bazaarvoice’s role in supporting Walmart’s success

Walmart’s partnership with Bazaarvoice is paying dividends.

“From the account teams to the technical support, our relationship with Bazaarvoice is how we’re able to achieve the things we do,” said Hasan. “As the major player in the market, Bazaarvoice is already working with so many of our brands that it makes our decision to use Bazaarvoice an obvious one.”