Anne Howe

Retail Customer Experience: Four ways to get online shoppers to contribute reviews

January 12, 2010

FROM RETAILWIRE:
Online reviews, which once gave brand managers and marketing executives stomachaches, is now pervasive, and becoming more important with each passing day. How critical are customer reviews becoming a part of the online shopping experience?      [more...]

Online reviews are fantastic for online shopping, but the big news is that they are becoming even more vitally important to brick and mortar shopping, as almost 50% of consumers accessed content about brands and retail offers on their mobile phones while holiday shopping IN STORES this year. Sears and Kmart are ahead of the curve in this area; kudos to them.

Shopper advance planning is the most notable outcome of shifting culture regarding the way we spend our money, and it makes sense for brands everywhere to encourage shopper feedback that is accessible to the seekers/planners wherever and however they choose.

What I like the most about this article is option #4 - when relevance is added as a way to filter through review posts, everyone wins. Give me a direct hit to "scenic, affordable, challenging but playable golf courses for boomer women" and I am yours.