May 8, 2008, 12:00 AM

Petco uses user-generated content to build on customer loyalty

Petco Animal Supplies used ratings and reviews content in an e-mail campaign to build on customer loyalty, increasing e-mail campaign click-through rates five-fold, it says.

Loyal customers often care enough about a brand to write positive reviews, which in turn can be used to engender consumer trust. Just ask Petco Animal Supplies Inc., which used ratings and reviews content in an e-mail campaign, increasing e-mail click-through rates five-fold.

Using Responsys Inc.’s Interact on-demand marketing program with Bazaarvoice’s Ratings & Reviews and Ask & Answer applications, Petco integrated user-generated content into its e-mail campaigns.

“By integrating Responsys and Bazaarvoice, we enable pet lovers to share their comments and opinions about the products they have purchased, as well as ask questions about a range of pet-related topics,” says John Lazarchic, Petco’s vice president of e-commerce. “By including timely and relevant user-generated content in our marketing campaigns, we are able to better communicate and engage with our customers, building their trust in Petco and the products we offer. As a result of integrating Responsys and Bazaarvoice, we’ve realized a fivefold increase in e-mail click-through rates for certain campaigns by including relevant ratings-and-reviews content in the campaign promotion.”

By integrating Responsys and Bazaarvoice, retailers can dynamically promote top-rated products or add compelling user-generated content, such as a five-star review excerpt; increase review volume by triggering a review solicitation via e-mail one or two weeks after a purchase; or instantly send review status updates and other triggered e-mail alerts when a question submitted by a customer is answered by another customer.

As a participating member of Bazaarvoice’s Radius program, Responsys leverages access to XML data feeds and web services-based application programming interfaces from Bazaarvoice. Those feeds are combined with preconfigured integrations with transactional data and product catalogs through the Interact platform.

“The integrations between Bazaarvoice’s social commerce platform and Responsys provides marketers with a powerful new way to extend the value of their user-generated content to engage more customers and ultimately drive more sales,” says Brett Hurt, CEO of Bazaarvoice.

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