In October 2024, Björn Borg went live with the integration between Lipscore, a ratings and reviews platform, and Voyado, their Customer Experience Platform with a strategy aiming to increase engagement and better the customer experience.
When Björn Borg first introduced ratings and reviews in 2017, the goal was clear: to use customer feedback for improvement and dialogue. Björn Borg’s CRM manager, Martina Lundberg viewed this as a game-changing opportunity for retail. While reviews were already common in the traveling industry, retail lagged in adopting customer-driven product evaluations. Today, ratings and reviews are indispensable for Björn Borg and offers invaluable insights into product development and the customer experience.
“When I started at Björn Borg in 2016, I came with a background from Apollo, where customer feedback was vital for success. It was natural for customers to rate hotels, destinations, and excursions. In retail, however, this was not as developed. Introducing reviews has helped us improve our products and better understand our customers’ perspectives, creating a stronger dialogue with them,” says Martina Lundberg, CRM Manager at Björn Borg.
In October 2024, Björn Borg went live with the integration between Lipscore, a ratings and reviews platform, and Voyado, their Customer Experience Platform with a strategy aiming to increase engagement and better the customer experience.
One of the key advantages of the integration between Lipscore and Voyado is its ability to gather ratings and reviews. This broader feedback collection significantly boosts the volume of reviews displayed in Björn Borg’s online store, helping to drive increased traffic, higher conversion rates, and improved sales. By leveraging this integration, Björn Borg ensures that every customer voice contributes to enhancing the shopping experience, regardless of where the purchase occurs.
Björn Borg’s ratings and reviews strategy incorporates several automated workflows designed to maximize customer engagement:
These workflows continue to evolve as Björn Borg refines their approach to automation throughout the year.
The integration with Voyado has shown promising early results, with high open rates (57%!) on emails related to ratings and reviews, driving more customer reviews. Additionally, Voyado provides better email campaign control than Björn Borg’s previous solution.
“We’ve seen a noticeable improvement in email engagement since integrating Lipscore to Voyado. The increased open rates have helped us collect more reviews, giving us valuable customer insights,” explains Martina.
Björn Borg has yet to set concrete and measurable goals for their ratings and reviews initiative to fully capitalize on the potential of customer feedback.
“While we’re still in the early stages of defining our goals, the feedback we’ve gathered so far has already proven to be invaluable. It’s helping us shape a more customer-focused approach to product development and marketing,” says Martina.
By embracing ratings and reviews, Björn Borg has strengthened its connection with customers and gained insights to enhance its products and services. The integration with Lipscore and Voyado enables Björn Borg to collect valuable feedback, significantly boosting the number of reviews displayed online. This broader reach drives increased traffic, higher conversions, and improved sales across all channels, while paving the way for a more automated and data-driven approach to customer engagement. With continued development and clearer goals, Björn Borg aims to reach the full potential of customer feedback in shaping its future.
Martina Lundberg, CRM Manager at Björn Borg
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