The Power of Consumer Reviews

I am just one of those people. I cannot make a purchase, visit a restaurant, or even choose a recipe without reading every review out there online. I use sites like Amazon, Yelp, and Epicurious because they tell me what real people think about the product or service. Of course, I have no idea who these reviewers are, but can only hope that they know what they’re talking about before I throw down $1,000 for a new TV.

A recent survey conducted by Channel Advisors show that reviews will influence 83% of all holiday shoppers this season. With more than half of the top retailers now featuring online reviews as part of their website, manufacturers are in a position to learn from this feedback. The voice of the consumer can have a direct impact on what products they stock and which merchandise will get featured in their advertising.

Ratings and reviews are a legitimate marketing tool that should be used utilized to drive sales while improving existing products, delivery schedule, and customer service. Feedback can be highly valuable for both consumer and marketer. Consumers can make a more educated purchase and marketers can learn more about customers’ needs.

A company can’t just implement a ratings and review system into their website and expect people will notice and start writing glowing accommodations about a product or service. Marketers need to consider the implications of user-generated content. There is going to be negativity out there, but how you handle those responses can define your company’s reputation; it’s about building trust and loyalty with consumers by actively listening and responding.