Zales and Gordon’s Jewelers joined the long list of top e-commerce websites that utilize Bazaarvoice’s ratings and reviews technology. That little jewelry store in the mall is a $2.1B per year business that has 2,200 retail outlets. Bazaarvoice’s advanced word-of-mouth analytics tools allow Zales to tune into this archive of customer opinions in order to bring marketing and merchandising strategies in line with customer tastes and preferences. Recent research from Bazaarvoice and Keller Fay Group shows that 79% of reviewers write reviews in order to reward a company and 70% want to help a company improve the products they build and carry, and Zales’ use of customer feedback to drive customer-centric decisions aligns exceptionally well with their reviewers’ intentions.

“Our research shows that reviewers are overwhelmingly motivated by the desire to help others make the best possible purchase decision,” said Brett Hurt, CEO of Bazaarvoice. “This not only benefits other shoppers, it also benefits the brand as shoppers buy more and return less. We look forward to continuing to work together with Zales to tap the positive sentiment of their customers and incorporate user-generated content into all aspects of the multichannel shopping experience.”