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BizReport : Ecommerce archives : July 07, 2016

Expert: How incentivized reviews may - or may not - work for brands

While most big online retailers - the Amazon's, Walmart's and Best Buy's - email shoppers post-purchase to remind them about ratings and reviews, many smaller retailers do not. And, even those big stores that do send review reminders aren't capturing all the reviews they want.

by Kristina Knight

Getting consumers to review purchases is getting harder every day. While there is a core group of shoppers who like to leave product reviews online, many shoppers still choose not to. And, of those who aren't leaving reviews, about half say they 'need motivation' - ie, an incentive - to leave a review.

"Merchants who offer some type of reward or recognition -- especially in post purchase emails -- often generate more product reviews. Incentivize consumers through sweepstakes and existing loyalty programs or with free shipping and discounts," said Matt Parsons, Chief Customer Officer, PowerReviews.

Parsons suggests merchants offer a thank you, such as a discount code for future purchases or additional loyalty program points, for shoppers who leave product reviews.

"But transparency is key," advises Parsons. "Ask you review provider if they allow you to indicate if a review was written in exchange for a sweepstakes entry or some other incentive."

One new feature PowerReviews has added to their lineup is the Review Your Purchases feature, which gives shoppers the ability to review multiple purchases from a single page.

"Review Your Purchases is a feature that enables consumers to quickly review all purchases within a single page -- allowing brands and retailers to increase their review completion rates and product coverage. One major retailer using Review Your Purchases saw a 93 percent increase in reviews written quarter over quarter, was able to expand their review coverage by 36 percent and saw a whopping 400 percent increase in review completion rate using this tool," said Parsons.

Tags: ecommerce, ecommerce reviews, online reviews, PowerReviews, review trends

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