Thursday, August 30, 2007

Shoppers Put More Trust in Brands that Offer Customer Reviews

According to a recent survey by Bazaarvoice and Vizu Corporation, approximately 80 percent of US shoppers place more trust in brands that offer customer ratings and reviews. Three out of four shoppers stated that it was extremely or very important to read customer reviews before making a purchase, and they prefer peer reviews over expert reviews by a 6-to-1 margin. The benchmark survey also polled UK consumers on their attitudes toward ratings and reviews. Customer ratings and reviews were important for over 50 percent of online shoppers in the UK.

Customer ratings and reviews have moved beyond a site feature to become an important part of brand identity. In the near future, shoppers will not only have more trust in brands that offer reviews but will actively demand this level of participation in the social commerce experience. This will also lead to powerful insights for brand marketers and merchandisers, and better service and products overall, says Bazaarvoice.

This concept ties directly into our previous blog, “Customers’ Voices Get Louder With Blogs”. As customers look to purchase products, they are searching for peer feedback in the form of reviews on e-commerce websites as well as what people are saying in their blogs. After all, they want to know, are people happy with this product? And, this information has never been easier to get.

More information can be found at

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