Consumers Wary of Shopping Engine Reviews

24 Oct

The two most important factors in determining success on comparison shopping engines are:

1)      Price

2)      Being a ‘trusted store’ or whatever the particular nomenclature is for that site

 

While price should be something everything savvy merchant should be monitoring on a regular basis to ensure marketplace competitiveness (although few do), trusted store status is only gained by being a merchant for a proscribed period of time and garnering a certain number of buyer reviews.

Ideally this should both be a reputation enhancer and a salve for safety concerns. But a recently released report is now casting doubt on the assurances reviews provide.

 

“WPP Group PR shop Burson-Marsteller in August surveyed 1,000 influential consumers’ trust of online reviews. The study found that, compared to a similar poll conducted five years ago, an increasing number of consumers believed that fake reviews or positive comments left by corporations are a problem. About 30% said this is a big problem, compared with 20% in 2001.”

http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003661741

 

This should be a warning that trusted store status should not be considered in a vacume. Consumers, when considering a purchase from a merchant they have never done business with, should be doing some basic research to look into the merchant and decide for themselves whether that merchant is legit.

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