September 30, 2010, 2:44 PM

Pet products manufacturer shares customer feedback with its online sellers

United Pet Group is putting customer-generated content where it matters most—where shoppers can buy.

More and more brands are enabling shoppers who post online comments or reviews to share them on social networks such as Facebook or Twitter.

United Pet Group, a manufacturer of pet products, is taking a slightly different spin on extending customer feedback across the web. It is sharing customer reviews and feedback from its brand sites, including NatureMakesItWork.com and ProPetCybervet.com with the e-commerce sites that sell its products.

United Pet Group is using Bazaarvoice to distribute reviews collected on its sites, which don’t sell goods to consumers, to e-retailers’ product pages or top-rated sections. It is working with e-commerce sites including Petco.com and PetSmart.com.  The manufacturer also is using another tool from Bazaarvoice called BrandAnswers to respond to consumer questions posed on retail sites.

In addition to sharing user-generated content with e-retailers, United Pet Group also houses the customer content on its own sites. Visitors at a site for one of United Pet Group’s brands can add a review or story, ask questions and receive answers. They also can choose to share their content on Facebook and Twitter.

“Our primary focus is on passionate pet owners who seek the best for their pets and who are loyal to the brands that deliver,” says Mike Halloran, a consultant to United Pet Group.

“Bazaarvoice transforms the research and purchase process by giving every pet owner the chance to share and read real opinions and experiences with UPG’s family of brands. Even better, we are able to share these opinions with a wide network of retail sites that carry our products to ensure that the voices of our most influential customers carry to the sites where the majority of our customers shop.”

Earlier this month Bazaarvoice competitor PowerReviews Inc. launched a tool that enables shoppers who opt in to integrate Facebook profile data such as a photo and where they’re from into their reviews and their reviewer profiles on e-commerce sites. The new feature represents a change in the way most retailers tie user-generated content to social networks because it brings Facebook information to a retail site rather than pushing product reviews and other content from a retail site to Facebook, PowerReviews says.

More than 950 companies including Best Buy, Dell and QVC use Bazaarvoice’s software-as-a-service social commerce tools. The tools have collected more than 140 billion pieces of customer-generated content, the vendor says.

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