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The fact that having user reviews can be an effective sales driver, providing valuable information for customers is well established, but how do retailers attract reviews onto their product pages?
I looked at ways etailers can attract reviews a few months ago. One of those ideas was to email customers after purchase and invite them to leave a review of the product(s) they had bought. A recent report from Snow Valley(pdf) takes a closer look at the issue...
As consumers gain more outlets for expressing their views online, brands are becoming less concerned with reaching out to professional writers to spread the word about their products. But while getting a positive review from a professional writer may have much of a sales impact, negative consumer reviews are becoming increasingly problematic.
According to Brand Reputation, 84% of the consumers they surveyed are more likely to look for online product reviews than they were just a year ago. And those who have had a negative experience are five times as likely to tell their friends. Brands can do a lot to monitor this shift and arrange their resources accordingly.
Marks & Spencer launched a revamped version of its website yesterday, the first major update since 2007.
According to M&S, the aim is to 'dramatically improve the customer journey from browsing to basket'. I've been seeing how well the site achieves this goal...
I recently posed the question of whether or not the motor industry was making the most of social media to engage with customers and promote its products.
Car buyers are doing more research than ever before spending thousands on a new or used car and that very few people are walking into the car dealer showroom without already having scoured the net.
Terry Hogan, MD of motoring.co.uk, has been working with both manufacturers and dealers on their social media strategirs, here are some of his tips (I've also added one or two of my own) on how they can improve...
With more than 70,000 apps available to download for the iPhone, Apple's App Store doesn't really do enough to help users find what they need.
Unless you know exactly which app you want, then searching for new apps can be a slow and frustrating process. I've been taking a look at the App Store, as well as a couple of alternatives for discovering new apps...
For a number of years I have actively challenged the last click wins model when it comes to attributing value to an online marketing campaign.
I have experimented with various methodologies and eventually settled on the one I believe to be the most beneficial to the particular brand or campaign I am
While some of the the top UK e-commerce sites are doing the basics reasonably well, many are failing to add extra value by using things like video and editorial content to promote their products.
This is the verdict of a dotCommerce study released today, which has looked at the websites of 20 online retailers in the UK, and benchmarked them against 24 best practice guidelines.
Shopping aggregator site ShopStyle has launched a iPhone app which allows users to buy fashion items from a range of retailers, including John Lewis, Net-A-Porter and others.
The ShopStyle app, launched this week, lets you browse through 4,000 brands, and then either email links to purchase later, or buy straight from the phone.
We've all done it. In our decision making process to purchase something of fairly high value such as a holiday or fancy gadget; or when we think about a purchase that requires a long term commitment such as a mobile contract or gym membership; we ask trusted friends for their opinions and experiences.
It's human nature. We're doing our best to eliminate any risk, whether this be associated with cost or contract catches, anything really. We're after value for money and want to hear about any experiences, warts 'n' all. Based upon the information we gather from these trusted sources, we make what we feel is the best decision for ourselves.
Taptu is an alternative search engine that has just been released as an iPhone app, though it has a version that can be used on any mobile browser.
What Taptu does is to return results from mobile friendly websites. Some websites can be a pain to use on the iPhone, so a dedicated search engine for mobile sites is a good idea. I've been trying it out...
User reviews come in many shapes and sizes, but typically people either love or hate a product. It’s normally a simple black and white issue, as few people bother to leave reviews for mediocre products.
It turns out that this either/or thinking is plain wrong, and there is a third factor to consider: irony. And tongue in cheek reviews stand a better chance of going viral, at least judging by the success of the Three Wolf Moon T-shirt.
The t-shirt, which features three wolves and one moon, has become one of the top sellers on Amazon, thanks to some classic one-liners and other more detailed reviews, with most written with an industrial-sized dose of irony.
As much as I love buying things online, there's a lot to like about the in-store shopping experience. Being able to see, touch and try a product in person can play a major role in a purchasing decision. It also helps to have a member of the sales staff handy to answer questions.
But a startup that launched today is hoping to make the online shopping experience a little bit more like the offline one.