Bazaarvoice summit demonstrates customer influence

Bazaarvoice has announced that 235 UK brands met at the second annual Bazaarvoice Social Commerce Summit in London to hear how customer voice is driving the country's online shopping sector.

Experts including Ian Jindal, editor-in-chief of Internet Retailing, David Rowan, editor of 'Wired' magazine, and James Caan, entrepreneur from 'Dragons' Den', gave their view on how technology and customer conversations sell.

Talks from Argos, BandQ, and QVC demonstrated how product reviews, customer stories, and customer-to-customer helpdesks are turning leading brands into 'customer-centric' organisations - influencing decisions from buying, merchandising, design, manufacturing and marketing departments all the way to top-level management.

Sam Decker, chief marketing officer at Bazaarvoice, said: 'Customer-created content - including consumers writing reviews online - is forcing companies to open up their brands and products to both positive and negative feedback, which is in turn changing the way they do business.

'The purpose of our event is to demonstrate the influence of everyday customers.

'Now every shopper has the ability to share brand and product opinions on the web, helping influence the purchase decisions of others.

>br/> Also speaking at the Summit was Brett Hurt, chief executive officer at Bazaarvoice, who discussed how user-generated content is transforming the online industry and how brands are now starting to utilise their content to fuel deep business insight.

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