Petco Drives Site Traffic and Sales with Bazaarvoice Ask & Answer

Petco uses the Ask & Answer tool from Bazaarvoice to deliver customer engagement and drive better sales results. Petco teamed up with Bazaarvoice to develop and promote The Answer Den, a customized functionality that leverages Bazaarvoice Ask & Answer hosted technology to enable customers to ask and answer questions about thousands of Petco products. By combining The Answer Den with its Bazaarvoice Ratings & Reviews implementation, Petco provides its customers with valuable new user-generated content that drives sales both online and in its nearly 950 stores nationwide.

Petco customers who consulted The Answer Den purchased products 72 percent more often than site visitors who did not visit The Answer Den. Answer Den users generated 90 percent more page views per session, nearly 40 percent more items per order and a 10 percent higher average order value.

"Petco customers are a very engaged and loyal group - and they love to share their opinions on which products are best for their beloved pets," says John Lazarchic, vice president of e-commerce at Petco. "The Answer Den allows the Petco community to come together to ask and answer questions about products, talk about pet care topics and share advice to help other pet parents. By providing a way for Petco customers to make better, more informed purchase decisions, The Answer Den has contributed to a dramatic boost in orders and sales across our site."
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