Bazaarvoice, the market and technology leader in hosted social commerce
applications that drive sales, today announced that PETCO achieved
extremely positive results from a recent multichannel marketing campaign
that encouraged users to create ratings and reviews on products they buy
for their beloved pets. The Valentine’s Day
promotion offered reviewers the chance to win a $500 PETCO shopping
spree and resulted in a tenfold increase in average daily review volume,
a 19% site-wide conversion lift, and a 300% increase in revenue per
contest participant.
“People love their pets –
and they love to share their opinions on which products are best for
their favorite animals,” said John Lazarchic,
vice president of eCommerce at PETCO. “Our
highly successful Valentine’s Day multichannel
marketing campaign far exceeded our expectations. We were thrilled to
see our review volume skyrocket during the promotion, helping our
customers make better, more informed purchase decisions and dramatically
boosting site-wide conversion!”
PETCO worked hand-in-hand with their Bazaarvoice Community Manager to
maximize the impact of the promotion, which ran from January 18 through
February 14, 2008. Following Bazaarvoice best practices for multichannel
marketing, the contest was promoted through packing slips, Sunday
circulars, and the PETCO home page. All contest participants were
directed to a splash page at www.petco.com/love
that featured a special Valentine’s Day
message encouraging them to submit reviews of the products their pets
love.
Bazaarvoice supported the promotion through their new ReStyle
functionality that allows clients to customize how reviews are displayed
and to seamlessly switch back and forth between different display
formats at set times. Using this new capability, PETCO changed its
standard “5-paws”
ratings display to a “5-hearts”
display for Valentine’s Day. This “5-hearts”
ratings display enabled PETCO to synchronize its Valentine’s
Day campaign with imagery used in other PETCO marketing materials such
as packing materials, newspaper circulars, and the Petfinder.com
customer newsletter.
“PETCO’s
innovative Valentine’s Day promotion is an
exceptional example of Bazaarvoice’s
dedication to our clients’ success through
personalized support for unique product implementations,”
said Brett Hurt, founder and CEO of Bazaarvoice. “The
ability to provide a more flexible and dynamic ratings display was a
high priority customer request, so we included this functionality as
part of Bazaarvoice’s seven-week product
development and enhancement cycle. We’re
thrilled that PETCO achieved such staggering results as a 300% lift in
revenue-per-contestant and a 19% overall lift in conversion with this
promotion, and we look forward to working hand-in-hand with them to
launch even more successful campaigns.”
About Bazaarvoice
Bazaarvoice offers outsourced technology, services, analytics, and
expertise to help companies enhance the online shopping experience with
social commerce applications that drive sales. Bazaarvoice Ratings &
Reviews and Ask & Answer™ deliver
immediate success by minimizing implementation risk and maximizing the
strategic impact of user-generated review content through complete
customization, deep integration, community management, advanced
analytics, search engine optimization, and syndication across the Web
and to offline channels.
Bazaarvoice was named to the 2007 Red Herring Global 100 and 2006 Red
Herring Top 100 lists and received the 2006 ClickZ Marketing Innovation
of the Year award. Bazaarvoice currently serves over 180 eCommerce
leaders including Bass Pro Shops, Dell, Macy’s,
Office Depot, Inc., Overstock.com, PETCO, QVC, Sears, and ZipRealty. The
company has headquarters in Austin, TX and offices in London, UK. For
more information, please visit the company’s
Web site at www.bazaarvoice.com
or email info@bazaarvoice.com.
|