February 14, 2007 at 17:37Retailers Launch Web 2.0
The famous American chain of stores Macy's opened a site for communication six months ago. Now, 350 new reviews appear on it daily, writes BusinessWeek . Buyers there communicate and give each other recommendations on a particular product (for example, how to wash clothes of a particular model). In fact, the site has turned into a social network that lives its own life.
Retailers are keen on fashion. They see that the young generation of teenagers are all as one advanced Internet users and adore sites like MySpace . Do not feed them bread, but let me express your opinion. This is why retailers open such sites. Here, customers can share their opinions, rate products, publish photos and videos made by them.
Some online stores are creative. For example, a fishing tackle shop can hold a contest for the best photo of its product with caught fish.
Marketing firms used to spend years researching public opinion. For example, Procter & Gamble commissioned several weeks of research into how women use detergent or skin cream. Consumer behavior was studied in detail. The company even forced women to tie camcorders to their heads during their weeks of research. Now, consumers themselves are ready to share this valuable information about personal experience using products. It is only necessary to create comfortable conditions for the exchange of views on the Internet.
Customer reviews have long been an integral part of leading online retailers such as Amazon.com . Only in 2006 did this practice spread to other stores. As of the end of 2006, about 43% of all online stores had ratings and reviews. This is almost twice as much as a year earlier, when there were only 23% of them (MarketingSherpa statistics).
A survey of customers aged 18–34 showed that every second of them left a review or review of a product that they used on the Internet. Naturally, such a high percentage is associated with the popularity of social networks and blogs, where people are used to expressing their opinions on absolutely any occasion.
Studies have shown that on the website of an online store, buyers are more likely to buy a product that has positive reviews than a product from a bestseller list or on sale. Moreover, 47% of buyers necessarily need some form of consultation before buying a product. The reviews of other customers are this very consultation, that is, in any case, they increase the turnover of the online store.
The main reason why stores do not open feedback with customers on their sites is the fear of negative reviews. But studies show that in almost any online store, 80% of reviews will always be positive. This is human psychology. And the rare negative reviews only help the store eliminate flaws in its work, which will also benefit him. Moreover, the ability to leave a negative review on the site reduces the number of product returns to the store!
The positive effect of online ratings is so great for retailers that some stores are even considering showing ratings directly in offline sales areas.
Retailers are keen on fashion. They see that the young generation of teenagers are all as one advanced Internet users and adore sites like MySpace . Do not feed them bread, but let me express your opinion. This is why retailers open such sites. Here, customers can share their opinions, rate products, publish photos and videos made by them.
Some online stores are creative. For example, a fishing tackle shop can hold a contest for the best photo of its product with caught fish.
Marketing firms used to spend years researching public opinion. For example, Procter & Gamble commissioned several weeks of research into how women use detergent or skin cream. Consumer behavior was studied in detail. The company even forced women to tie camcorders to their heads during their weeks of research. Now, consumers themselves are ready to share this valuable information about personal experience using products. It is only necessary to create comfortable conditions for the exchange of views on the Internet.
Customer reviews have long been an integral part of leading online retailers such as Amazon.com . Only in 2006 did this practice spread to other stores. As of the end of 2006, about 43% of all online stores had ratings and reviews. This is almost twice as much as a year earlier, when there were only 23% of them (MarketingSherpa statistics).
A survey of customers aged 18–34 showed that every second of them left a review or review of a product that they used on the Internet. Naturally, such a high percentage is associated with the popularity of social networks and blogs, where people are used to expressing their opinions on absolutely any occasion.
Studies have shown that on the website of an online store, buyers are more likely to buy a product that has positive reviews than a product from a bestseller list or on sale. Moreover, 47% of buyers necessarily need some form of consultation before buying a product. The reviews of other customers are this very consultation, that is, in any case, they increase the turnover of the online store.
The main reason why stores do not open feedback with customers on their sites is the fear of negative reviews. But studies show that in almost any online store, 80% of reviews will always be positive. This is human psychology. And the rare negative reviews only help the store eliminate flaws in its work, which will also benefit him. Moreover, the ability to leave a negative review on the site reduces the number of product returns to the store!
The positive effect of online ratings is so great for retailers that some stores are even considering showing ratings directly in offline sales areas.