Wal-Mart Adds Customer Reviews and Ratings Online

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Wal-Mart Adds Customer Reviews and Ratings Online

BRISBANE, Calif. -- The e-commerce arm of Wal-Mart Stores, Inc. here said yesterday it has launched a new service on its Web site whereby customers can post reviews and ratings on any of Wal-Mart's products, sold either online or in its stores.

"Reviews and ratings is the No. 1 customer-requested feature online at Walmart.com," said Cathy Halligan, Walmart.com's chief marketing officer, in a statement.

Customers can submit a review by viewing a product page online at Walmart.com, or by e-mail invitation sent a few weeks after they have placed and received an order. The product reviews are published within approximately five days of submission.

Wal-Mart said it introduced a test phase of customer reviews and ratings in June to gauge overall performance and customer feedback, which generated favorable results. Customer review submittals more than doubled the company's expectations during the test phase, with a significant number of reviews and ratings received in the categories of electronics, home and garden, media, and baby.

With yesterday's official launch of the service, close to 15 percent of items feature published reviews, the company said.

Close to 75 percent of Wal-Mart's 130 million customers are online, according to the retailer.