Marketing Sherpa reports on a test recently run by Petco to see if incorporating consumer ratings and feedback into emails would boost the effectiveness and results of the emails. Sure enough it did and the results - a 200% increase in click throughs, for example - were dramatic. What I love about this story is what VP Ecommerce John Lazarchic said:
Why did the test work so well? “Pet owners, like a lot of consumers, tend to trust each other a lot more than anything your company can say about the products,” Lazarchic explains. “So, it’s great to be able to take their posts and put them in email and leverage them. I think using positive consumer feedback makes sense for almost every channel.”
Soliciting, listening to and trusting the wisdom of consumers is always a smart strategy. Glad to see it paying off so nicely for both Petco and its consumers.
And, check out Marketing Sherpa which is a terrific resource for articles and reports with quantified results and actionable examples.