April 22 2007

Customer reviews add new angle to merchandising metrics

US gifts retailer DelightfulDeliveries.com is using customer feedback metrics to improve online sales, search and conversations. By fully integrating Bazaarvoice's customer ratings and reviews solution with its Mercado searchandising environment the e-retailer is able to "make search and navigation results more meaningful".

Delightful Deliveries President & CEO Eric Lituchy commented: "With the Mercado/Bazaarvoice integration we're making search and navigation results more meaningful - offering our customers the ability to refine choices based on whether products, such as gift baskets or baked goods, have achieved 4 or 5 star ratings from recipients of gifts purchased on our site."

"Searchandising is the perfect application to take advantage of customer feedback," according to Brett Hurt, Founder and CEO of Bazaarvoice. "As more and more retailers provide a forum for their customers to review and rank the products they sell, it makes perfect sense that search results and merchandising tactics reflect this activity. These are metrics that will be increasingly critical to online consumers as they evaluate products, and Mercado clearly recognizes this need."

Emma Herrod