RESEARCH Online reviews have the power to make customers buy more

The Unfaithful Consumer, a research into the UK’s shopping habits has revealed that customers write a collective total of 119 million reviews a year, says Internet Retailer. Because more people post reviews, more people read them, and in turn they give their own feedback, which is picked up by a new group of customers. As a successor to forums, online reviews have become a tool of choice for shoppers and a key part in the process of discovery and purchasing.

Shoppers feel reassured by other people’s experiences and this is becoming a powerful influencer in the decision making process. According to The Unfaithful Consumer report, 76% of online shoppers said they discover new products through reviews and recommendations on websites and social media channels. In addition, more than half said they base their purchasing decisions on customer reviews.

Online reviews and word of mouth have become powerful marketing tools and a real benchmark for consumers more so than television advertising. Therefore, it is crucial that retailers deliver a customer experience to the highest standards because shoppers won’t hesitate to make their opinions visible for the world to see and share. Clearly this could have a devastating impact on sales and brand popularity.