Customer ratings and reviews need to be managed by companies to insure both the solicitation of positive ratings and reviews along with the ongoing management and response to negative ratings and reviews. Done correctly, ratings and reviews deliver a significant increase in sales; one third of retailers reported an 11-20% overall increase in conversions as a result of adding reviews to their sites, while consumers are willing to pay up to 99% more for a 5-star rated product than for a 4-star rated product. Having reviews on your site also boosts SEO traffic and page views, increases average order value, lowers returns, reduces customer service calls, and results in more satisfied customers overall. What’s more, companies can analyze ratings and review trends to improve overall marketing strategies, improve customer service, and fine-tune merchandising.
Consumers have been relying on Internet and digital resources to find businesses, products and services in their local area for a number of years. They are using social media, review websites, and mobile search to do their research before making their final purchase in the local store. These changing consumer habits have been evolving over a number of years and they tend to adopt new technologies much faster than businesses (large or small). When we talk about a local business we are referring to any size local business. This can be a small business operation a local store or a national multi-location company with local stores. The reality is all business is local regardless of the size of business you are and the consumers are validating this through a variety of studies, which have been conducted over the past years. Businesses may look at online marketing as too complex to tackle. This complexity has been created by multiple marketing and advertising channels and each of them seems to change every few months while new ones are being added. The environment is dynamic, fluid and seems to spin on all three axes simultaneously. Having access to the marketing expertise across all [...]