Petco Animal Supplies is testing to see if including customer-written product reviews in its outbound e-mail will lift sales conversion rates.
In January the company sent e-mails about top-rated products along with customer-written reviews to its more than 1 million addresses. This month Petco plans to do an A/B split test by sending product offers with reviews to half of its e-mail customer base and offers without reviews to the other half.
Though companies such as Amazon.com have featured ratings and reviews for years, Petco may be the first to test whether adding them to outbound e-mailings increases conversions.
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