The importance of reviews within the online consideration and buying process has grown in importance in recent times.
A recent industry report suggests this importance is going to keep on growing – and quickly.
The next step is for customers to be asked for their feedback not just on the product(s) they bought, but also the service they received while buying.
This can cover customer service, delivery and whether they’d recommend the retailer from whom they had just made a purchase. The report suggests just under 60% of consumers will search for online reviews before buying from a retailer they don’t know. The report also suggests people who read service reviews are more likely to buy.
This approach will help retailers switch customer focus from trying to compete on price to being able to differentiate themselves on customer service.
Those retailers who can grasp this quickest will be best placed to succeed.