Case Study: Wine Enthusiast Shoots for the Stars With Ratings and Reviews

Working with consumer products reviews firm PowerReviews, Wine Enthusiast first used the technology on its Web site, but soon realized this information would be helpful to shoppers across all channels.

“It started out as, ‘Let’s throw it out there and see how customers respond to it,’” says Wine Enthusiast’s Vice President of Marketing Glenn Edelman. “When we started seeing what people were saying, we no longer wanted to keep it just on our Web site. We have this great information we can share; let’s put it anywhere and everywhere we can. If a review helps to sell a product, and sometimes can hammer home the point even more effectively than our copywriters can, then we’ll use it in print, in e-mails, and we might even use it in some print ads.”