Brand Responses to Customer Reviews Encourage Other Consumers to Buy

11/4/13

Shoppers who read online customer reviews are more likely to purchase from brands that post helpful responses to reviews than from those that don’t respond to reviews, according to Bazaarvoice. More than seven in 10 consumers (71%) change their perceptions of a brand after reading a response to a consumer review.

The most influential type of brand response is posting guidance on how to use a product properly. Offers to refund, exchange, or upgrade a product also have a strong positive influence.

Product category affects consumers’ perceptions of brand responses. For example, consumers value brand responses to online reviews of health and beauty products especially highly.

SOURCE: “The Conversation Index, Vol. 6,” Bazaarvoice, Lisa Pearson, CMO, 3900 N. Capital of TX Hwy., #300, Austin, TX 78746; 512-551-6000; www.bazaarvoice.com. Price: Available online at no charge.

© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.

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