April 04 2007

Woolworths tests reviews against conversion rates

Woolworths has added customer reviews of electrical products to its site at what is the start of a six-month trial to determine the true power of customer reviews and assess their impact on conversion rates. The retailer is working with review publisher Reevoo to expand the customer reviews into other product areas, including toys, household appliances, mobile phones, music, video and games.

Online customer reviews impact on consumers' purchasing decisions and are growing in importance in retailers' e-commerce strategies. being used to help retailers engage with their customers and show that they are listening. "We believe that a website should go beyond displaying products. It is about adding value to the customer's shopping experience, which includes helping shoppers choose what to buy," said Mark Batty, Online Marketing Manager, Woolworths.

"The relationship between retailers and their customers is changing and savvy retailers [like Woolworths, Dixons, Comet, Jessops and Orange], are reacting to this trend by recognising the business value of publishing consumer reviews on their website. A focus on genuine reviews from confirmed customers is also essential in an online environment where trust is increasingly difficult to gain and maintain . In turn, Woolworths will reap the benefits of an improved customer experience and increased conversion rate" said Richard Anson, CEO of Reevoo.

Emma Herrod