L’Oreal Paris & Garnier – two brands from L’Oreal UK’s consumer product division – are looking to drive online sales with the help of consumer-generated content.

Through this initiative the brands have become early adopters of data science business Dunnhumby's new BzzAgent tool, which generates reviews based on product trials and informed experiences. Once compiled, the reviews are broadcast by BzzAgent's syndication partners to relevant brand pages and retail websites.

Online reviews company, Bazaarvoice, is one of Dunnhumby's syndication partners, having agreed a deal in February coinciding with the launch of BzzReviews Pro, which is used by brands in the US and Canada.

Dunnhumby's new offering is being marketed as a way for organisation's to develop their digital strategies, boost online sales, provide transparency to consumers and improve search engine optimisation.

The data company, which is wholly owned by supermarket group Tesco – although it was up for sale last year – and first came to prominence in retail circles when it helped the grocer develop its Clubcard loyalty programme in 1995, recently found that 84% of shoppers regularly look at reviews to help decide which products to buy.

Reflecting on the BzzAgent investment, Sam Crossman, senior digital manager for L’Oreal Paris UK, said: "L'Oreal Paris is a strong believer in consumer generated content and social media advocacy.

"We recognise that review content is one of our most powerful routes to increasing sales. BzzReviews can play a key role in tapping into the power of reviews, while generating valuable content for use across a range of other channels, including social media and in-store."

Another intriguing development in the UK digital marketing space, this week, saw Dunnhumby and Facebook agree to combine their individual data-sets to help brands better measure the impact of their campaigns across channels by tracking conversions following ad engagement. 

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Dunnhumby

Bazaarvoice