Bob’s Red Mill Natural Foods was founded in 1978 by Bob Moore and his wife Charlee, who turned their love of healthy foods and whole grains into a business with the goal of making high-quality natural and organic foods available to as many people as possible.
Today, Bob’s Red Mill is an employee-owned company with globally distributed products and a deeply passionate following—many of the company’s customers rely on it to provide quality gluten-free products due to their sensitivities or allergies.
We spoke with Kevin Irish, Digital Marketing Manager for Bob’s Red Mill, about how the company’s new Customer-Generated Content strategy helped to capture the passion of its most ardent customers for some powerful word-of-mouth marketing.
What was the problem Bob’s Red Mill faced before you revamped your Customer-Generated Content approach?
When I started, Bob’s Red Mill sent me to several food trade shows where thousands of attendees would come to our booth. At every single show a grown person would break down in tears while telling me their story. Bob’s Red Mill had made their life—or the life of someone they loved—manageable for the first time, mostly because they could finally deal with a food allergy.
Then I looked at our website, and none of that emotion was present. None. That was my guiding hypothesis for improving our Customer-Generated Content. If we gave our customers a platform to voice their love for us and our products, we would get lots of good content. And with TurnTo’s platform, I turned out to be right.
How did TurnTo’s products help the company?
Before TurnTo, all we had was a “write a review” button—and a poor user experience for those that clicked on it. There was no review solicitation. I crunched the numbers and found out we were getting about 1.3 pieces of Customer-Generated Content per day. After we implemented TurnTo’s Ratings & Reviews and other products, that jumped to more than 115 submissions per day.
Bob’s Red Mill almost didn’t turn on TurnTo’s Checkout Comments at launch, correct?
Yes, that’s true. One of TurnTo’s customer success reps highly recommended that we include Checkout Comments in our implementation, which was the right call. It’s been a huge success for us, and a feature we never would have thought of ourselves.
Basically, Checkout Comments pops up on an order confirmation page and asks, “Why did you choose this?” We’re getting content gold from that, so much so that we rebuilt part of our website around it to include a visual pinboard of products that get responses.
We use a slightly customized API from TurnTo that lets us only show comments we think are worth displaying. It’s just pages and pages of comments raving about our products, all based on that one simple question at checkout.
Recipes are also a huge draw for the Bob’s Red Mill website, right?
Yes, about one-third of our traffic is to our recipe section. About 18 months ago a bug in the recipe section of our website took our entire site down. When we brought the site back online we completely remade the recipe platform. A large part of that was to integrate TurnTo’s reviews and Community Q&A into the recipes.
On our old recipe platform users were leaving reviews for recipes that were actually questions. Things like, “Can I use almond milk instead of cow’s milk?” We weren’t really serving our customers’ needs.
With TurnTo’s Community Q&A customers didn’t need to leave a question in a review, they could just ask our recipe pros what would work. We soft-launched the feature without telling anybody and our first organic question came in 30 minutes later. We had 260 questions in the first month.
TurnTo even went back to the old questions that customers left in reviews and paired them with answers. Then they imported that content into the new Community Q&A feature so we wouldn’t lose all of that historical information.
Anything else to add?
I’ve worked with other “top players” for Customer-Generated Content collection in the past and was always really disappointed. They nickel and dimed us, lacked support and weren’t open to any changes to personalize or customize their platforms.
TurnTo met all of those basic needs and then offered us even more features. We love how much of the platform is open via API, and how well documented it is. It’s been a perfect partnership.
To learn more about how TurnTo helped Bob’s Red Mill improve their Customer-Generated Content strategy, see our recent case study with the company. You can also watch a presentation Kevin Irish gave on the benefits of TurnTo at Shop.org 2018.
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