Pacific announces content syndication partnership with Bazaarvoice

Content from Pacific’s Beauty Crew will be published across the e-commerce sites of some of Australia’s largest retailers thanks to a new partnership with consumer review technology provider, Bazaarvoice.

Product reviews from Beauty Crew will now be syndicated across Myer, Mecca, Amcal Pharmacy, Big W and Chemist Warehouse thanks to the partnership, which the publisher said is the first of its kind in Australia.

According to the soon-to-be-released Bazaarvoice 2019 Australian Shopper Experience Index, more than 45% of Australian consumers interact with ratings, reviews and content on their paths to purchase resulting in revenue per visitor increasing by 159% for brands and retailers.

Pacific’s head of fashion and beauty, Susie Hogan, said the partnership has allowed Pacific to add the final piece in the consumer journey puzzle.

“We have always influenced the consumer journey through service-driven and inspirational content paired with expert and consumer reviews. Now, through our syndication partnership with Bazaarvoice, we can close that consumer journey loop,” said Hogan.

“The partnership provides a seamless way to syndicate our independently generated authentic reviews to retailer websites amplifying peer-to-peer recommendations and increasing sales conversions. It also demonstrates the power of publishers to drive quality and trusted reviews, helping brands of any size to scale up quickly rather than waiting for them to appear organically.”

Beauty Crew launched in 2016 and combines content and peer-to-peer reviews with Pacific’s beauty brands, including Marie Claire, InStyle, Girlfriend, Better Homes and Gardens, Women’s Health, New Idea and Men’s Health.

Review Crew has a network of more than 2,500 Australian beauty enthusiasts who submit more than 1000 reviews each month, using advanced targeting practices which put products in the hands on the most relevant reviewer.

Established more than 14 years ago, Bazaarvoice is the world’s largest provider of consumer content, ratings and reviews which are the voice of today’s shoppers. Bazaarvoice allows shoppers to express whether a product meets their expectations informing other shoppers at a critical stage on their path to purchase.

91% of the reviews on the Bazaarvoice platform are provided through syndication partnerships with brands including L’Oréal. In Australia, Bazaarvoice works with eight out of the 10 most visited Australian retailer websites.

Bazaarvoice managing director, Asia Pacific, Kate Musgrove, said: “We are excited about our strategic partnership with Pacific. Review Crew’s reviews are of high-quality; they are detailed, considered and highly trusted by Australian shoppers. Through Bazaarvoice’s unrivalled review syndication capabilities, we can make them work much harder for brands and retailers alike, reaching and engaging many more potential Australian shoppers and, in so doing, increasing conversions and sales revenue.”


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