Keeping Pace With the Explosion in Popularity and Innovation of Online Consumer Reviews

Others tried to get tough on negative reviewers by threatening to take legal action, which didn't turn out to be such a good PR move, either.

Forward-thinking retailers, meanwhile, came to view online customer reviews as a key tool to help shoppers gain confidence in their purchases and drive conversions. Instead of being threatened by reviews, they embraced them, integrating them into their sites and social outposts and honing techniques to make them as authentic and useful to shoppers as possible.