As you may know, Google has launched new sharing feature for the +1 button, essentially turning it into Google+’s version of Facebook’s “like” button. Before, clicking +1 told Google that content would make for good search results. Now, it allows users to share content with their circles of friends too.

Google is already pushing the potential benefits this can have on online retail.

“We’re excited about the +1 button because it brings these personal recommendations to a place where many purchase decisions start — the Google search results page,” says Google Strategic Partner Manager Brian Lam. “Adding +1 buttons to your product pages makes it easy for your customers to recommend the products they love on your site with a single click. And thanks to recent improvements to the +1 button, they can take the conversation even further by sharing your products right away on Google+.”

“We’ve worked with Bazaarvoice and PowerReviews to make it even easier to get the +1 button on your pages. Both companies have extensive experience in social commerce, and can help you develop the right strategy for implementing +1 buttons on your site,” says Lam. “Looking for a couple examples of retailers using +1 to help their products stand out on Google search? Jockey (working with PowerReviews) and Golfsmith (working with Bazaarvoice) have already added +1 buttons to the product pages on their sites.”

Bazaarvoice is enabling clients to implement the +1 button through its social platform.

“The next evolution of social brings our friends and peers into every decision we make, and we’re excited to partner again with Google to allow consumers to interact with leading brands through search in ways never possible before,” said Brett Hurt, founder and CEO of Bazaarvoice.

Google’s +1 button is available to PowerReviews customers as part of its core ratings and review product.

“Google’s +1 represents an important step in the evolution of social commerce, because it gives retailers a way to capture the enthusiasm their customers have for their products and broadcast it across the web,” said PowerReviews CEO Pehr Luedtke. “Perhaps most importantly, this isn’t social simply for the sake of social, it’s a way for retailers to drive real business results by leveraging the power of recommendations made between friends and peers.”

Of course you don’t have to go through either Bazaarvoice or PowerReviews to implement the button. You can simply install the code yourself, but for those using these platforms, it should be even easier.

Retailers and manufacturers using Bazaarvoice can use their product review content to drive more traffic from Google as well as provide brand exposure to shoppers.

Consumers will be able to access opinions from other customers as they research and complete purchases, adding more relevance to the process. Google says the program will feature full-length product reviews and user ratings from retailers and manufacturers to help with the shopping experience.

"In the past four years, there has been a tremendous change in consumer shopping behavior as people increasingly rely on information from their friends and peers to make purchase decisions," said Brett Hurt, founder and CEO of Bazaarvoice.

"Our clients’ innovative use of the voice of the customer has helped Bazaarvoice become one of the fastest growing technology companies today. Now, Google is affirming the power of social commerce with this partnership to integrate Bazaarvoice reviews content into Google.com – the heart of its business – as well as throughout product search and advertising vehicles. It is a big honor to be Google’s partner in this industry first, and this will be transformational for our retail clients and their suppliers."

On Google Product Search, Google will feature a brands logo beside reviews from the brands website with the goal of increasing both exposure and conversions.

Some of Bazaarvoice’s clients include Best Buy, Costco, Dell, Macy’s, Proctor & Gamble and QVC.
 

Borders said its working with Bazaarvoice because it helps create a "Compelling and interactive online experience."

"When you walk through a Borders store, you quickly realize that customer conversations are an essential part of the shopping experience," said Kevin Ertell, senior vice president of e-business for Borders Group, Inc.

"Our goal with the new Borders.com is to bring the bookstore experience to life online, and Bazaarvoice plays a key role by allowing us to infuse the voices of our customers and our staff throughout the site via customer, staff and expert reviews."

Bazaarvoice Ratings & Reviews and Ask & Answer programs are designed to create a more interactive Web site for visitors, and to use user-generated content as a way to drive traffic to a site.

Other features on the Borders site include users ability to link their product reviews to their own social networking profile on MySpace or Facebook. Users can also upload photos and videos to their reviews.

Borders is promoting the new ratings and reviews features through a new splash page that offers tips on writing reviews. The company said ratings and reviews will also be available in Borders physical locations where customers can access them via computer kiosks.