Tell Me You Love Me

Last updated on February 12th, 2020 at 11:00 am

Feedback. We all need it, whether we want to hear it or not. It can prevent us from being stuck and discouraged and can give us a feeling of belonging and purpose. It can also drive us insane if you’re to believe the world of Black Mirror. (Side note – I’d hate to know what my social rating is but if my Uber profile is anything to go by, I spend too much time looking for my keys and not enough time in the back of someone’s car.)

Digitally capturing product feedback is something that retailers have done since the start of ecommerce. Not only does it allow them to iterate and innovate products based on the information they’re collecting, it gives the consumer buying confidence. In fact according to reviews.co.uk, 83.2% of consumers state that the presence of a review is the single most influential factor when deciding to purchase. It can also significantly reduce return rates, as consumers have access to data.

However, our research uncovered that less than half of brands (46%) display product ratings on mobile, so why is this?

• Business reasons – Obviously it’s a retailer’s choice as to whether or not they want to display ratings, and occasionally it doesn’t fit their business model. Those that sell custom goods or at low quantity often don’t see the value in product ratings.
• Fake reviews – Like fake news, they can be damaging to a person or business. Retailers can save themselves a lot of hassle and overhead by simply not having the option.
• Technology limitations – Occasionally brands are hampered with a legacy tech stack that makes displaying reviews across multiple digital channels (mobile/web) a challenge. In addition, empowering store associates with this data, so they can make empowered recommendations is often a challenge as online and in-store systems don’t sync well together.

In a world where user-generated content drives so much influence, it’s a brave retailer that rejects the idea of product ratings and reviews entirely. While there are certainly obstacles for making it a reality, the concept of giving your consumers a voice is a powerful one and can be harnessed to improve sales, reduce returns, and help develop a community of customers who love your brand the most.

For more data on how well retailers are delivering the ultimate omnichannel customer experience, download your complimentary copy of the Mobile Retail Report here.

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