Wednesday, 29 April 2009

Is reviewing part of your strategy?


by Allen Gibson

How many times have you found a product on the internet but would rather read the public’s review of it than rely on the sales blurb and the manufacturer’s bias. Well, if you are like me, we’re certainly not alone; 84% of us are influenced by online customer reviews when buying on the internet, according to the latest survey from Opinion Research Corporation.

The report also found, however, that it’s left to a 28% "vocal minority" to post the reviews in the first place. The power of these reviews has become our first port of call when choosing to buy. The key results of the findings identified that half of those approached by OCR had visited online customer reviews early in their decision-making process, clearly suggesting it “is critical for companies to understand as they fight to be considered by consumers and look for ways to be ever-present through a variety of channels and media outlets".

By taking a more proactive approach to provide and participate, online reviewing of products and services will very likely become one of the many ways sellers can not only play a more serious part in the buyers decision process, but may also heavily influence the actual buying decision.

So, if you have not thought about providing reviews for customer feedback, you may even want to actively review your own products. The big hitters are paving the way, giving voice to countless new voices, voices of experience influencing our own opinion, pitching products largely based on customer reviews; amazon.co.uk, play.com and dabs.com, that are today household names.

Don’t find yourself slipping behind the times, especially as more of us are shopping around for not only the best price, we will buy the item that clearly demonstrates its buyer’s approval too.

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