Article Presented by:
Wesley Berry, AAF
More and more people are becoming shopping savvy in an attempt to conserve precious financial resources. We want more for our money and we don't want to waste money buying items that just aren't as good as they look. That's why more people are turning to consumer product ratings to make determinations about whether or not they'll buy an item. But, just because the guy down the street or even a big star like Carmen Electra likes a product, does that mean you will?
Here's how consumer product ratings work: Let's say Carmen Electra stops into my flower shop in Michigan and purchases an enormous floral arrangement. When she gets home she visits my web site, www.800wesleys.com, to enter a review of the flowers she bought. Of course she finds them to be absolutely wonderful-fresh, fragrant, and artfully arranged. And, the service was fast and friendly. She gives the product a great rating. A few days later Brad Pitt logs on to the Internet to order flowers for Angelina Jolie. He visits my site and sees Electra's anonymous but excellent rating and decides to order his flowers from me based on the satisfaction of a past customer.
Although to some that might seem like an odd way to decide where to spend your money and what to spend it on, according to a survey conducted earlier this year by Forrester Research, more than 70% of adults consult consumer product ratings and reviews when making a purchase. In fact, the use of consumer reviews has become so popular that there are web sites dedicated to reviews, such as epinion.com, bazaarvoice.com, and yelp.com. Even major online retailers like amazon.com offer reviews to help customers make purchase decisions.
Some companies are relying so heavily upon consumer reviews that they use them to drive the direction of their marketing efforts. Petco, purveyor of pet-related products, did just that. Using Bazaarvoice's consumer rating services, over 30 days Petco collected reviews of approximately 1,000 products. Bazaarvoice solicited the reviews for Petco, analyzed them, and provided data to help Petco alter their marketing efforts. Using the data, Petco sent customers emails detailing the products with the highest rankings.
"It's pretty clear that people are trusting the words of other consumers more than [TV commercials]...on the airwaves," said Peter Kim of Forrester Research.
That said, I guess it's up to the consumer whether or not they trust the opinions of their fellow shoppers. But, when you're shopping, keep in mind that Carmen Electra's tastes may not match your own, so you're wise to use your own junction in conjunction with available reviews.
About the Author:
Wesley Berry is member of the American Academy of Floriculture (AAF) and President of Wesley Berry Flowers, a successful multi-million dollar floral business that was established in 1946. He also works with funeral-homes.net to provide useful information about funeral homes across the nation. He has been recognized by florists nationwide as a leader in the flower business. Visit Wesley Berry Flowers on the web at www.800wesleys.com
