Petco Tests Customer-Written Product Reviews in E-mail

Posted on February 14, 2006 by Chief Marketer Staff

In what is believed to be industry first, Petco Animal Supplies is testing to see if including customer-written product reviews in its outbound e-mail campaigns boosts conversion-to-sale rates.

Petco in January sent e-mails containing top-rated products and customer-written reviews to its more than 1 million subscribers. In March, Petco plans to do an A/B split test by sending e-mails with product offers accompanied by customer reviews to half of its subscribers and product offers without reviews to the other half.

Though companies such as Amazon.com have featured customer-written product ratings and reviews for years, Petco is believed to be the first to test them in outbound e-mail campaigns.

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