Customer reviews: So important is review marketing on the net

More trust, more sales: Customer reviews on the net are the door opener for new customers for companies, brands and, ultimately, services. Why this is so and what you have to pay attention to, we explain to you.

We’ve all read it or written it ourselves: Customer reviews help us make purchasing decisions by providing a secure platform for guidance and building trust in each product.

According to recent research, “product reviews in online stores at brands increase sales by up to 20 percent,” says Markus Oeller. He is managing director of the agency group MSM Digital. This specializes in omnichannel marketing.

The topic of customer evaluations has so far not been strategically anchored in the marketing of many brands and retailers, because there is often no budget for it. “This is a mistake given the importance of product reviews for reputation and sales,” says the expert.

76 percent of German users read customer reviews

The latest study by the BVDW (Bundesverband Digitale Wirtschaft) shows that 65 percent of German Internet users read product reviews in online shops, on price comparison sites, from friends or family, on merchant websites and in the media before buying.

From 14 to 29-year-old users, even 75 percent rely on the experience of other buyers to form their own opinion. Without a customer rating, 39 percent of consumers trust less, according to a research by Bitkomden. 

The reason for this is clear: The neutral word of others creates transparency and closeness.Customer reviews can therefore be used by companies as a clever marketing tool to differentiate themselves from other online retailers.

Reviews also affect offline

The following statistics show how important the experience of other customers in the shop is: 38 percent of German users trust product reviews on the Internet more than advice in a shop.

On the ground, more than half (58 percent) of European consumers are smart with the smartphone itself on the Internet. 18 to 24 year olds According to Inriver’s e-commerce experts, it is even 62 percent.

Brands and Retailers: More Success through Review Marketing

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About the author

Vivien Stellmach

Vivien Stellmach has been an editor at BASIC Thinking since May 2019.
As a freelance writer she also writes about alternative music for the VISIONS magazine. She loves football, has been on the pitch since the age of seven and is with SV Werder Bremen.