Customer product reviews are becoming a fixture on retail and consumer brand websites, with over 80% of retailers planning to feature them by the end of 2010. The accelerated adoption of customer reviews indicates a more enlightened approach to handling negative comments—that is, the acknowledgment that occasional negative reviews do not hurt sales.
“For many purchases, shoppers find the best advice comes not from family and close friends but from strangers who have similar interests or who embody a lifestyle the shopper aspires to achieve,” said Jeffrey Grau, eMarketer principal analyst and author of the new report “Customer Product Reviews: The Next Generation.”
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