Consumer-generated content dominates the digital purchasing behavior
The consumer is constantly online, whether at home, in the office or on the road. Buying decisions are being prepared more and more online, no matter where the shopping takes place at the end. This makes product reviews crucial for online as well as offline purchases. And this ultimately also determines the success and failure of a product.
Active review management increases sales
Product reviews have a direct impact on conversion and sales. According to a study by BIG Social Media in cooperation with Bosch Siemens household appliances and the Chair for International Business Administration and E-Commerce of the HTW Aalen, products with positive ratings reach an average increase in sales of 30%. Manufacturers can improve the tonality of the ratings with simple measures. 55% of the negative reviews may be influenced with e.g. improved product descriptions or product titles. Hence, the direct, product-related customer feedback can and should be actively used by manufacturers.