SkyMall Launches Bazaarvoice Ratings & Reviews

Multi-channel retailer SkyMall launches Bazaarvoice Ratings & Reviews on its Web site, SkyMall is a multi-channel marketer that offers unique merchandise from direct marketers and manufacturers through its SkyMall catalog and Web site. The in-flight SkyMall catalog is seen by approximately 90% of all domestic air passengers reaching more than 650 million air travelers annually.

SkyMall went live with Bazaarvoice Ratings & Reviews in July 2008, allowing its customers to share their opinions on products to help each other make more informed purchase decisions. In just the first week, SkyMall amassed reviews on almost 1,000 products and leveraged the ratings throughout the site to merchandise featured products called 'hot items.' SkyMall also identifies top contributors with a special button, calling attention to reviewers who provide numerous, helpful product reviews.

"By allowing our customers to engage in a frank, open dialogue between themselves and with our company, we have not only found many ways to better satisfy our customers, but have gained additional insights into which products are popular, which are not, and why," says Christine Aguilera, president of SkyMall.

SkyMall plans to eventually include review content in the in-flight SkyMall catalog and is already using it in its e-mail marketing programs. The company also integrated all Ratings & Review content within their CRM tool - allowing call center representatives to share product ratings with prospective customers and help increase overall purchase satisfaction.
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