News

Talbot's adds social commerce platform

July 22, 2010

Social commerce provider Bazaarvoice has announced that Talbots is using its platform Stories to power "Pearls of Wisdom: Your Voice," which provides Talbots customers with a place to share their stories, opinions, and style — or simply play confidante. Customers are encouraged to address topics close to their hearts, including summer reading lists, embarrassing moments with moms and their absolute worst Valentine's Day gifts. Topics are promoted via email and Facebook, and top stories and authors are highlighted on Talbots Facebook fan page.

"The Talbots shopper is smart, stylish, and sophisticated. With Bazaarvoice Stories, our customers are encouraged to share their insights, advice, wisdom, and humor. This platform allows our customers to speak freely to us about who they are and what Talbots means to them," said Kate Goodman, director of e-commerce at Talbots. "This allows us to create a broader, more relevant community by encouraging customers to share emotional experiences — within Talbots.com instead of some third-party site."

"Pearls of Wisdom: Your Voice" also provides Talbots customers with opportunities to share their direct experiences shopping at Talbots and with the brand. Campaigns, such as the currently running "Great Takes: Stories about your one great Talbots piece," allow customers to share their real-life stories, aspirations, and expectations. As a result, Talbots can effectively increase brand involvement and interaction. In addition, Talbots can leverage the user-generated content to attract and influence new visitors to become loyal customers. Finally, the user-generated content on the Your Voice site can be used to achieve greater results from multichannel contests, campaigns, and promotions.