How Retailers Can Benefit from the Social Influence of Customer Reviews

By Matt Parsons, Chief Customer Officer at PowerReviews

There’s no doubt that social media is growing in importance and plays a role in influencing consumer shopping decisions. But there’s one type of social content that can have an especially large impact on your business: customer reviews.

Reviews are one of the most trusted, authentic resources for consumers when researching and making purchase decisions. According to recent research, Millennial and Centennial consumers actually trust online reviews more than a friend’s recommendation on social media. 43% of Centennials (and 48% of Millennials) trust reviews on a retailer or product website compared with just 21% of Centennials and Millennials who trust social media reviews. This means hosting reviews on your website is too influential an opportunity to miss.

In addition to being type of social content on its own, reviews can also be used by brands and retailers to enhance traditional and social media. Here are three ways retailers can leverage the social influence of customer reviews to increase conversations, conversion rates and customer loyalty.

Leverage reviews for marketing initiatives

More than 86% of consumers say reviews are an essential resource when making purchase decisions. With this in mind, rather than simply having reviews on their websites, retailers can use customer reviews to add a level of authenticity in their social media and advertising campaigns.

When customers post beautiful photos or well-written, positive product reviews, retailers should consider using that content – in part or in whole – in email campaigns, on social media, on in-store signage and within other marketing initiatives. In addition to using individual reviews, there’s also an opportunity to tout a product’s review status within a network. For example, if one of your products has the most five star ratings in a network, highlight that information in your traditional advertising initiatives like print ads and display campaigns.

Join the conversation

Online reviews, Q&A on product pages, social media comments and other online conversations spark new questions and additional research. And retailers shouldn’t hesitate to join the conversation. For example, a customer might post a question on the product page of your website asking about a product’s specs or how it works. Or, a customer might provide valuable feedback for improving a product in the review section of your website. Either way, if a retailer joins the conversation, they can ensure questions are answered quickly, which will benefit not only the customer asking the question, but also future shoppers with the same question.

Encourage engagement

When consumers write product reviews, it further deepens their relationship with the brand or retailer. In addition to sending the traditional post-purchase email seeking reviews, retailers should find additional ways for customers to share their experiences and excitement for the brand and its products with other customers. An easy way to do so is by adding a fun element to reviews and engagement. For example, retailers can launch a sweepstakes and reward those who have posted a review in the past 30 days through a random drawing. Or, consider tying your reviews to your existing rewards or loyalty program and award customers with loyalty points when they write product reviews.

In addition, if you have Q&A on your product pages, engage your most loyal, verified buyers by asking them to answer questions posed by other shoppers on your product pages. After all, nearly two thirds of Centennials prefer having their questions answered by previous customers rather than the retailer.

According to a Forrester report, ratings and reviews are the most impactful type of product information for consumers. By thinking outside the box, retailers can find new ways to make the most of reviews, including incorporating them into marketing initiatives, using reviews as an opportunity to engage with customers, and encouraging loyal customers to become brand advocates. In the long run, doing so will increase conversion rates and help retailers build long-term relationships with their customers.

Written by Matt Parsons, the Chief Customer Officer of PowerReviews, a leading provider of customer review technology to more than 1,000 brands and retailers.