Skechers.com features 60,000 total product reviews and 32,500 questions and answers. Now the footwear brand is looking to let consumers monetize that content.
Soon members of the Skechers Elite rewards program will receive points for submitting reviews or answering other consumers’ questions about Skechers products. The points will be added to those earned when making a purchase that can be put toward discount coupons or a free pair of shoes.
“If you have a CRM in place, you need to develop different ways of getting people interested and participating in your CRM,” said Tim Lakin, e-commerce merchandising manager at Skechers.
Skechers will extend the incentivized reviews program to non-Elite members as well, so that consumers who had submitted reviews or answers retroactively receive points. “If they already have the points sitting around, they may as well try to make some purchases and redeem their points,” said Lakin.
The incentivized reviews program—set to go live within the next couple months, Lakin said—will also dole out badges to users whose reviews are most often flagged as helpful by other users. Skechers is working with social commerce company PowerReviews on the program.