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Retailers ignoring online criticism
Many online retailers are failing to respond effectively to consumer criticism, with some admitting they moderate or delete criticism they find in public forums, according to new research.
Online shopping and consumer review website Ciao polled online marketers at Internet World 2009, and found that 69 per cent of respondents consider user generated content (UGC) to help improve sales. Howev
“Finding the cheapest price is not enough for today's consumer. They are looking out for much more than just the way they spend their money: it's about where they spend it, on what products, the value their purchase offers and more. In this sense, comparison shopping has enormous responsibility in providing the best information and prices to a more eager and savvy user,” says Ciao e-commerce team leader Tom Hyde.
“Innovative companies, especially retailers, need to have the courage to address their end user's comments directly instead of adopting an instinctively defensive demeanour. This kind of online community offers a great opportunity to interact and engage directly with consumers and the things that matter most to them,” adds Hyde. “Our research clearly shows that UGC presents consumers with a wealth of information that helps them make informed purchases. Any criticism should be taken on board and addressed directly to correct misconceptions or to ensure that the product or service is improved accordingly.”
The importance of community engagement was highlighted as a key topic for all respondents, with more than half (52%) naming peer recommendation as the most important influence on their customers.
Tagged as: Online retailing | user generated content | UGC | Ciao
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