Ecommerce: ways to leverage reviews content off site

[mandy]

Word of mouth is a proven way of driving sales. When product buyers give a thumbs-up, the endorsement carries powerful credibility that retailers and manufacturers cannot duplicate in product descriptions. Little wonder, then, that customer reviews can pack the same punch online. Maybe more, because of the Internet’s power to distribute consumer comments more widely and rapidly than word of mouth.

In addition to being a potent means of upping conversion on favorably reviewed items, customer reviews on e-commerce sites offer more to retailers. Retailers can leverage the consumer-generated data in e-mail, catalogs, circulars and in-store signage. And they can feed what customers are saying online about brands and products into companywide initiatives on merchandising, marketing, inventory planning and vendor relationships...

full article: http://www.internetretailer.com/article.asp?id=25215