TurnTo Introduces First Truly Open Network to Change Product Ratings and Reviews
NEW YORK, May 31, 2017 /PRNewswire/ — TurnTo Networks, the provider of next generation customer content solutions, today introduced the first truly open network for syndication of product ratings and reviews (reviews) between brands and online retailers. Through TurnTo’s Open Review Syndication, retailers can now import and display product reviews from any brand partner, regardless of the collection and management platform the brand uses. For retailers, this open approach can greatly increase the number of brands participating in their syndication programs and drive review volume, while relieving their partners of steep syndication “network access fees” charged by closed networks.
Syndication is a highly effective way for retailers to quickly increase the volume of product reviews they display. Brands, typically first to collect this valuable user generated content (UGC), are eager for retailers to feature these on their eCommerce sites. By sharing their reviews with their distribution partners, brands can help products stand out and sell better, as higher review volumes have been proven to increase sales.
Until now, such syndication was only possible through closed networks. This approach requires both the brands providing the reviews and retailers receiving them to use the same platform or platforms which have a formal agreement for exchanging content. Those using other platforms are blocked out of the exchange, and in-network brands are charged hefty fees by their platform provider for “network access.”
Through Open Review Syndication, any brand can now provide product reviews to retailers with TurnTo’s Customer Content Suite, regardless of the collection and management platform they use. No technical integration is necessary, and brands can have reviews added to the TurnTo network and displayed on partner eCommerce sites within a day or two. Retailers view and manage their syndicated content from within the TurnTo dashboard for complete moderation control and reporting insights. TurnTo also provides API access so merchants using other platforms – typically legacy home-built systems – can benefit from product review syndication for the first time, as well.
“Closed syndication networks don’t make any sense. It’s like a grocery store hiring someone to set up their end-of-aisle displays, only the person then sells that premium shelf space to soda companies and pockets the money,” said George Eberstadt, CEO of TurnTo. “TurnTo’s Open Review Syndication is built around a different model. The content belongs to the brands – they should be able to share it to help their retailers. The network belongs to the retailers – they should be able to display reviews from any brand that wants to share. Our job is to make it easy for the two to work together.”
CPO Commerce, which sells power tools from all the major brands, switched to TurnTo’s Open Review Syndication and experienced powerful gains. Previously, the retailer used a closed network, and because many of the brands and manufacturers whose products CPO sells were not on an in-network platform, they missed out on the syndication of potential reviews, disappointing vendors who wished to participate but couldn’t. With TurnTo’s technology, CPO more than doubled the number of brands from which they received syndicated content, while increasing the total number of reviews displayed by more than 250 percent.
TurnTo’s field-proven UGC platform enjoys the industry’s highest customer satisfaction. The suite is comprised of four advanced products that help retailers and brands increase customer engagement, including: Ratings and Reviews, Community Q&A, Visual Reviews and Checkout Comments. Its broad range of applications and features handle the hardest customer content challenges for every type of eCommerce business, also effectively addressing the expectations of today’s shoppers. TurnTo delivers more content with less work, ensuring maximum authenticity, conversion lift, search engine optimization (SEO) and merchandising insights.
For further information, please visit http://www.turntonetworks.com/syndication.
About TurnTo Networks
TurnTo is the fastest-growing provider of customer content solutions to top merchants and brands. With a unique suite of four innovative products that work beautifully together – Ratings & Reviews, Community Q&A, Visual Reviews, and Checkout Comments – TurnTo produces more content of more different types, delivering greater conversion lift, better SEO, and deeper merchandising insights. That’s why eCommerce leaders like Saks Fifth Avenue, Newegg, Sur La Table, and GNC, and brands like Cole Haan, Jockey, and Clarins rely on TurnTo for their customer-voice programs.
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