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Coremetrics Reveals that Online Product Reviews through Bazaarvoice Increase Sales for PETCO

Coremetrics Shows that PETCO’s User Reviews Boost Customer Spending and Reduce Product Returns

Coremetrics Reveals that Online Product Reviews through Bazaarvoice Increase Sales for PETCO - October 01, 2007

Coremetrics, the leading provider of digital marketing optimization solutions, today announced that PETCO has increased sales through user-generated product reviews. Product reviews that were browsed by customers on PETCO.com resulted in:

•   A five-fold increase in email click-through rates
•   A 60% increase in order values
•   A 135% decrease in returns

Using a solution from Bazaarvoice, the market and technology leader in hosted social commerce applications, PETCO offers user reviews on almost all products except for live animals. Coremetrics marketing, merchandising and onsite search reports revealed that within two months of implementing Bazaarvoice Ratings & Reviews, PETCO’s consumers were quickly adopting the reviews, clearly demonstrating a positive return on the company’s investment in user reviews. The first email campaign featuring products that had achieved at least a 4.5 “paws” rating, a motif selected in place of stars, generated a click-through rate topping 300%, which is five times the average click-through rate.

Since its initial email campaigns, PETCO has broken new ground by extending ratings and reviews to onsite search and offering user reviews as a site navigation option. The ability to refine onsite search results by customer rating and landing pages that feature top-rated products have led to 41% higher sales per visitor. Further, Coremetrics has shown that customers who navigate into top-rated products convert at a 50% higher rate, spending 60% more than people who do not browse that category.

More recently, PETCO has found that products with reviews moderated by Baazarvoice have a significantly lower return rate than products without reviews, and the more reviews the product has, the more significant the impact. For example, products with 50 to 100 reviews have 135% lower return rate than those with one to five reviews.

To encourage reviews, PETCO originally offered incentives such as discounts and contests. Today, user reviews are so popular that no incentive is required; reviews are completely customer-driven.

PETCO’s innovative use of user -generated product reviews resulted in the WebAwards’ “Retail Standard of Excellence” award in September 2007. PETCO.com received accolades for its interactivity, a feature that differentiates the site and contributed to its award win.

Customer quote

“Customer reviews are a powerful Web 2.0 practice,” said John Lazarchic, vice president of E-commerce at PETCO. “Consumers are highly influenced by the experience of other consumers - far more than they are by marketing professionals. Coremetrics and Bazaarvoice have given us the tools we need to implement and measure the impact of user reviews, including our latest addition, customer-submitted videos.”

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Coremetrics Reveals that Online Product Reviews through Bazaarvoice Increase Sales for PETCO

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