Consumer Feedback Playing Greater Role in Purchase Decision
May 11, 2007
My hard copy of Internet Retailer this month points out that "Price rules, but feedback's gaining" in how online consumers compare and buy.
New research from Shopzilla's BizRate Research shows that 18% said the most important factor when comparison shopping is customer feedback. It was only 7% back in 2003.
Though price is still the biggest factor in consumer goods shopping online (49%), it's down from 58% in 2003.
What's this mean if you sell consumer products online? Well, for one thing, you have the opportunity to distinguish yourself with factors beyond price - great service, reliable, fast shipping, high-quality products - all of these make for happy customers, who are increasingly spreading their opinions around the online marketplace...
Especially when ordering online (where returns are perceived as a hassle), consumers want to know that the product is going to do what they want it to do and they're willing to pay a premium for the one that fills their need as evidenced by the feedback of actual users.
How do you make it easy for your customers to recommend your product to other shoppers?
New research from Shopzilla's BizRate Research shows that 18% said the most important factor when comparison shopping is customer feedback. It was only 7% back in 2003.
Though price is still the biggest factor in consumer goods shopping online (49%), it's down from 58% in 2003.
What's this mean if you sell consumer products online? Well, for one thing, you have the opportunity to distinguish yourself with factors beyond price - great service, reliable, fast shipping, high-quality products - all of these make for happy customers, who are increasingly spreading their opinions around the online marketplace...
Especially when ordering online (where returns are perceived as a hassle), consumers want to know that the product is going to do what they want it to do and they're willing to pay a premium for the one that fills their need as evidenced by the feedback of actual users.
How do you make it easy for your customers to recommend your product to other shoppers?
Blink
Del.icio.us
Digg
Furl
Google
Simpy
Spurl
Y! MyWeb
