Case Study: KidKraft captures the voice of the customer and boosts sales with Bazaarvoice

How KidKraft improves products through customer feedback

KidKraft, a longtime maker of children’s toys, furniture and outdoor playsets, faces the challenge of convincing safety- and quality‑conscious parents that its products are the right choice. To improve product design and marketing messaging, the brand needed reliable customer feedback and clarity on how parents actually use its products.

Partnering with Bazaarvoice, KidKraft collected and syndicated tens of thousands of reviews (56,000 collected; nearly 100,000 across the network) and achieved 100% review coverage on major retail sites, then used Bazaarvoice Insights and quarterly sentiment analysis to feed product development and marketing. Insights led to product changes (e.g., a new white playhouse) and messaging updates (highlighting a storage feature), driving better products, stronger positioning and increased sales.

KidKraft

Taylor Herrero

Senior E-commerce Marketing Manager