Case Study: Boulanger achieves 98,000+ customer reviews and deeper customer insight with Bazaarvoice Conversations

Boulanger delivers peerless service, refines product offerings and earns customer trust with Bazaarvoice

Boulanger, a leading French multimedia and consumer electronics retailer with 136 stores and a strong online presence, faced the challenge of reconnecting with customers both in-store and online and systematically capturing honest feedback to refine its product range and service. The company needed a scalable way to collect high volumes of user-generated content and to understand how customers felt about products and shopping experiences across a diverse, geographically spread organisation.

Boulanger implemented Bazaarvoice Conversations, using mandatory email capture, post‑interaction email invites three weeks after purchase, and a monthly gift‑card incentive to drive participation. The program generated 98,000 reviews in just over two years, with 92% of responses coming from post‑interaction email and a 40% conversion rate from the promotion (versus 25% without). Advanced tagging and human moderation route feedback to the right teams, lowering insight costs, improving product ranges (Essentiel B and Listo), sharpening product descriptions and pricing decisions, and restoring customer trust through transparent, two‑way engagement.

Boulanger

Fanny Janiaczyk

Community Manager, Boulanger