I’ve always disliked shopping in retail stores, and consequently, I’m a cataloger’s dream. I save every catalog I get, filed alphabetically in one of several portable bins I keep expressly for that purpose. With all the catalog shopping I do, I’m flabbergasted that I’m almost never asked for one of the most important things a cataloger can ask for:
Product Reviews
Study after study supports the fact that customer reviews play a critical role in sales. Internet Retailer reports that 67% of all shoppers spend more online after reading reviews. eConsultantcy says that high product ratings increase the likelihood of purchase for 55% of consumers. eMarketer states that customer reviews are trusted nearly 12x more than information from product manufacturers.
Clearly, when product reviews are available, they play a pivotal role in buying decisions. So why don’t catalogers and online merchants solicit them more aggressively?
One of the best ways to do so is by sending an email after someone puchases, asking them to post comments about the product and shopping experience on your site. There are lots of places to ask for product reviews too: on packing slips, on your website, in your enewsletter, in your catalog.
The more you ask, the more you’ll get; the more you get, the better your sales. What are you waiting for?
