Coupon with review sees 10% redemption lift

When Rubbermaid implemented Bazaarvoice Ratings & Reviews in 2008, they wanted to enhance product information on their site and facilitate conversations with clients. Shoppers who visit the site now find in-depth product information from other consumers via their reviews. They recently added review star ratings and a review snippet to a free-standing insert with a coupon, bringing reviews into the print advertising channel.

What we measured

Rubbermaid compared two versions of creative for the same product; one included reviews (which ran January-February 2010) and one that did not (which ran January-February 2009). Both ads had the same offer and were sent to the same distribution.

Coupon with review saw 10% redemption lift

The free-standing insert that included reviews saw a 10% higher redemption rate than the similar offer that ran exactly one year prior.