Survey: Shoppers want recommendations from etailers

Online shoppers don't simply want products. According to a recent survey by Choice Stream, shoppers also want etailers to provide recommendations about products. This is another indication that adding social features - reviews, message boards, blogs - to retailing websites is a must.

by Kristina Knight

The survey found that 69% of respondents who spent $1,000 online in the prior six months wanted personalized reviews. When personalized reviews of products were offered, these shoppers were more likely to frequent those etailing sites.

"[Retailers] that provide customers with poor quality recommendations are putting their brand and revenue at risk,” said Toffer Winslow, EVP of Sales and Marketing at ChoiceStream. “Online shoppers increasingly expect help with making selections, and retailers that provide high quality guidance are rewarded with higher consumer spending and more frequent visits.”

The survey found that more than one-third of consumers were less likely to return to a site with poor reviews and were less likely to buy from etailers with poor reviews in place. Conversely, more than 55% of those surveyed said they were more likely to return to a site with quality personal reviews and recommendations.

The key, however, isn't just providing product reviews and recommendations. Consumers want specific information and they want to know who is giving them the information - is this Joe Public or is this someone connected to the brand/product? Reviews from other consumers do rank a bit higher than reviews from the company offering the product.