Product and service reviews, both positive and negative, can increase business and help brands quickly identify problems.
Amazon.com has demonstrated this since 1995, and now the Journal reports that other brands and sites are using innovative review and ratings strategies and technology for these brand benefits:
1. Boosting reviews and credibility as Drugstore.com has done with an email campaign that encourages customer reviews post purchase. Since its launch, the site has see a 300% increase in reviews.
2. Encouraging reviews and comments before they buy, allowing auto supply company Whitney Automotive Group JCWhitney.com to pose questions about products before a purchase, and empowering brands to address opportunities or problems in real time.
3. Identifying a buyer's specific profile and then matching customer reviews to similar customers for Diapers.com (e.g. parents of twins, first-time parent, etc.)
These strategies reinforce brand connections, verify buyers and build a broader online audience for product news, insights and ideas.
Software and services such as Power Reviews and Bazaarvoice are powering up major brands' review capacity and innovations.
