Helzberg Diamonds Encourages Customer Dialogue with Bazaarvoice

Aiming to engender more consumer confidence in the jewelry buying process, Helzberg Diamonds has added the Ratings& Reviews application from Bazaarvoice to its website, allowing its customers to share their experiences and opinions about its jewelry products with the company and with each other.

The version customized for Helzberg includes the use of diamond ratings in place of the standard stars, as well as product rating dimensions such as “quality” and “appearance.” As of today, 42 percent of all Helzberg products online have been reviewed by customers.

Helzberg says that it selected Bazaarvoice for its technology, community moderation, analytics and reporting, and that it added the application to ensure that shoppers make more informed and rewarding purchase decisions.

“Diamonds and fine jewelry are usually high consideration purchases, and consumer ratings and reviews are an excellent way to help shoppers feel more confident in their online purchases,” said Helzberg Diamonds Director of Marketing Monica Wilkins.

Bazaarvoice is a market and technology outsourcing company specializing in hosted social commerce applications for driving sales. Helzberg has been working with Bazaarvoice’s Community Services to maximize the impact of consumer-generated content across marketing and merchandising initiatives since it initially launched the program in July 2007.