Case Study: Debenhams achieves higher conversions and CGC-driven product launch success with Bazaarvoice

Debenhams embraces the network and leads the way with CGC success

Debenhams, a leading international department store with more than 240 locations across 27 countries and a large online customer base, set out to maximize the impact of consumer-generated content (CGC) to drive sales, product launches, and shopper trust. The retailer needed a scalable way to collect high-quality reviews, photos, and insights that would boost conversion and improve the customer experience.

Debenhams leveraged the Bazaarvoice Network—using Ratings & Reviews, content syndication, Bazaarvoice Sampling, and Curations—to aggregate 760,000+ reviews (from 800+ brands) and surface authentic customer photos and feedback. The results were strong: shoppers who interact with CGC are 106% more likely to convert and see a 116% lift in revenue per visitor; brand-specific lifts included Lancôme +30% conversion and Sketcher +16%, while the Kat Von D launch generated 900+ photos and 25,000 gallery interactions in two months, plus faster operational fixes from actionable customer feedback.

Debenhams

Nikki Watson

Head of Optimisation