Case Study: Oriental Trading Company boosts product ratings and doubles conversions with Bazaarvoice Ratings & Reviews

Entire Organization Rallies To Improve Product Ratings, Sales

Oriental Trading Company, founded in 1932 and a leading direct marketer of more than 25,000 value-priced party supplies, arts and crafts, toys and novelties, faced a quality and reputation challenge after customer reviews revealed problems—most notably an Inflatable Solar System that averaged two out of five stars—risking excess inventory and lost sales.

Cross-functional teams worked quickly with the manufacturer to improve the product, updated copy and images to set expectations, and communicated changes to customers; within seven weeks a revamped set was available and post-improvement ratings rose to about four stars. Customer reviews also spurred broader product-process changes that impacted roughly 700 items in five months, and OTC found its highest-rated products convert at twice the rate of average or low-rated items.

Oriental Trading Company