Barstool Thought Reviews Could Backfire—Instead, They Drove a 335% Lift in Sales
About
The Barstool Store is the official retail arm of Barstool Sports, selling an ever-evolving mix of merchandise that captures viral moments, seasonal trends, and fan-favorite products from Barstool’s extensive media presence.
With a strong focus on fast-moving inventory and a growing commitment to evergreen collections, the Barstool Store has become a multi-brand retailer catering to diverse audiences.
Challenges
- The team worried that customers might use reviews as a stage for attention rather than genuine product feedback. They needed a software that was sophisticated enough to track reviews from real buyers.
- The team needed a way to validate new customers’ purchase decisions and increase trust, especially for first-time buyers.
- With such a large customer base, Barstool wanted to make sure reviews were focused on product quality – and not unrelated topics.
Solution
- The Barstool team implemented Okendo’s review system, allowing Barstool Store to moderate content while capturing valuable customer feedback.
- Using the ability to flag certain words in Okendo, the team established a structured moderation system to ensure reviews focused on product quality.
- Barstool restricted reviews to verified purchasers only, ensuring authenticity and filtering out brand critics who hadn’t actually bought a product.
- Using the Google Shopping integration, the Barstool team displays review ratings and improves product visibility and SEO.
Results
- 335% increase in conversion rate for customers who interact with reviews with a 16% increase in AOV.
- Integrated Google Shopping to enhance SEO and product visibility.
- Captured UGC organically, with at least 25% of reviews including customer-submitted photos and videos.
“Okendo has been a seamless addition to our store. The Barstool community is known for being outspoken, so we were initially hesitant about reviews. But Okendo gave us the flexibility to filter and highlight the best insights, ensuring we maintain brand integrity while benefiting from customer feedback.”
Katherine Gowin
Head of Digital Products, Barstool Sports
Product
Reviews
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