Using Real-Time Feedback to Personalize the Shopping Experience in a New Way
It's widely known that customer reviews can boost trust and credibility, as well as drive significant improvements to conversion rates and search rankings. Just as well known is the challenge of actually getting customers to provide feedback and reviews. Feedback is often difficult to come by and, in most cases, isn't representative of a retailer’s entire customer base. Here are some of the current challenges retailers face in gathering feedback, as well as insight into the direction customer feedback is heading in 2012.
Current Customer Feedback Roadblocks
Challenges continue to arise as the online shopping habits of consumers evolve. For example, a consumer may have “Liked” a product on Facebook but didn't buy it. They may have clicked on the product because it's visually appealing but didn't intend on purchasing it. Analytics and final sales often don't show the whole story of how a consumer feels about a product.
Long or cumbersome rating and review processes leave out a vast amount of customer data that's vital to merchandising and presenting product recommendations. But what if reviews only took one click and actually helped shape the customer’s experience in real time?
Enter Pandora-Style Recommendations
In June, iGoDigital developed a new product recommendation feature called “Own It/Love It/Hate It,” which harnesses the popularity of Pandora, the free internet radio provider which delivers songs to listeners based on their identified music tastes. The Own It/Love It/Hate It feature allows customers to voice their opinion of a product with just one click.
With tools like this, customers can give feedback with a simple thumbs up or thumbs down, giving retailers direct and immediate feedback without a huge time commitment on the customer's end. While traditional reviews are more time intensive, Own It/Love It/Hate It is a simple process that yields feedback from people who might never leave a review. This feedback ultimately enables retailers to enhance the customer experience and make product recommendations even more effective.