"Syndication has been a great avenue to funnel in reviews and the Emplifi Syndication team have supported us every step of the way." — Sharry Ash, Customer Site Experience Manager at The Bay
Canadian luxury goods and apparel retailer The Bay operates under the Hudson’s Bay Company, one of the oldest continuously operating companies worldwide. Offering a variety of products from hundreds of established brands, The Bay needed a simple solution to collect and showcase customer reviews from its many brand partners’ websites. To scale review syndication, The Bay opted for Emplifi.
Review syndication with 332 global brands
To harness this customer proof, The Bay uses Emplifi syndication to instantly augment review coverage, integrating native reviews with imported reviews from 332 major brands like Nike and Estée Lauder. This resulted in a 19% increase in overall review volume in just three months.
"Emplifi makes it easy for our team to simply monitor the brand-onboarding process," said Ash. "They walk our vendors through each necessary step and offer support whenever a roadblock comes up."
Many of The Bay’s vendors and brands already exist within the Emplifi syndication network, and streamlined onboarding allows new brands to easily join and benefit from improved review coverage.
"Syndication has created such a buzz for The Bay and our vendors," said Ash. "Brands actively reach out to us multiple times a week to syndicate their reviews to us."
Emplifi’s syndication team supports The Bay, keeping its eCommerce team looped in to each step of the process and providing unique, company-specific guidance on review management.
"It’s so cool to see all the different retailers that use Emplifi," said Rebecca Kim, Customer Site Experience Analyst at The Bay. "Being able to leverage the team for best practices across different industries has been extremely helpful."
Better customer insight and consistently fresh reviews
Since launching syndication with Emplifi, The Bay has collected over 2.4 million syndicated reviews in total, including 350,000 syndicated reviews in just one quarter. This positively impacted product coverage as well as reduced cart abandonment rate.
"Since we kicked off syndication, we've received a significant increase in overall review collection, month over month," said Ash. "We once collected over 100k product reviews in just one month."
This massive increase in review volume gives The Bay more visibility when it comes to popular products, shopping habits, and trends in different product categories. Looking ahead, The Bay plans to extend the reach of its syndication efforts with Emplifi, continuing to boost review coverage while maintaining mutually beneficial relationships with vendors.
