Cover Story: Getting Organized

"We added product ratings and reviews in January 2010, and we're really excited about the results we've seen," Davis says. "Currently, 25 percent of the products on our website have ratings and reviews, and now we're looking at ways to integrate them into other 
campaign materials."

For example, the company added ratings and reviews to product emails, and will add them to direct mailings this summer. It's also looking at opportunities to integrate ratings and reviews at retail stores.