Carol Spieckerman's RetailWire Blog

July 14, 2010

FROM RETAILWIRE:
Consumers are interested in what others have to say about the products they are thinking of buying, apparently part of the premise behind Kmart's decision to post reviews of various video games next to products in its stores. Is there room for customer product reviews in stores?

MY COMMENTARY:
Lots of great insights (and only one Kmart bashing)!

This is a nice alternative to employee reviews which would not have nearly the same credibility at Kmart (or arguably, any retailer other than Game Stop).

I agree that courting the good, bad and ugly (would they dare categorize the reviews accordingly?) will be key to maintaining authenticity. I've blogged extensively on Sears Holdings' ongoing contrarian moves and to me, this is one more page out of its topsy-turvy play book. Sears has been building new out-of-store platforms while everyone else obsesses on optimization--now they are bringing the best aspects of online into the stores.

That's one dumb fox!

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Kmart Adds Shopper Reviews to Store Shelves

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