Business practitioners: Future buyers online reviews will be like this

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Lead: To prepare for the change in consumer buying, here are a few predictions that retailers must understand.

We all do this--before we make our final purchase decision, we routinely look at the star rankings of commodity buyers and the results of scrolling feedback.

It is an indisputable fact that the way consumers make decisions has changed dramatically in the last ten years. We stand in stores, using smartphones to compare prices and feedback. Family and friends will also participate in the evaluation through social media immediately. When we are ready to buy something, more and more online retailers are able to deliver the goods directly to the door, sometimes even on the same day.

A recent survey showed that 61% of consumers would read online reviews before making a purchase decision as social media, instant messaging, photo sharing and online buyer reviews emerged. After all, these reviews provide all potential consumers with honest, impartial reviews from the same buyers, helping them to understand the product from the buyer's perspective and take the first step.

As comments have become increasingly important in the buying process, it is easy to see how consumers ' reliance on them will grow in the future. Online buyer reviews have become the second most trusted source of brand information for consumers, with 70% per cent of global consumers saying they trust online reviews and that figure has grown by 15% in four years, according to Nielsen's latest global Advertising Trust survey.

Some industry watchers predict that retail sales will change over the past century over the next five years, and that the extinction of physical stores will not be far off. To win in the long run, retailers must act now.

For example, over the next few years we will be able to see the disappearance of anonymous comments and instead become a link to the real identity of buyers on Facebook, Twitter, or other social media. This will allow retailers and consumers to benefit at the same time. This form eliminates the frequent complaints of customers hiding behind anonymous usernames, helps store credibility, and provides an interactive connection that allows stores to connect with valued customers.

So how do businesses move forward to meet the growing demand for evaluation and effective management of processes? In order to prepare for the changes in consumer buying patterns, here are a few predictions that we think retailers must understand.

1 All comments will eventually be linked to social media. The era of anonymous commentary will soon be over. In the future, anonymous reviews will be eliminated. It's rare now, but in the future consumers will only value the comments from buyers they believe are authentic and trustworthy. By looking at the commentators ' social media materials, they are able to check the validity of these comments.

2 consumers will be the first to pay attention to the comments from their friends. Because these comments are very easy to see on social networks, consumers will take the lead in reading comments from friends before they click on a stranger's comment. Think about it: a friend Sarah, whom you know well, is a fanatical photographer who knows the camera. Then you will be the first to read the comments from her before browsing the merchandise page.

3 Comments will be summarized by reviewers. In other words, you point to a friend Sarah and find out that she is a 32-year-old mother who lives in Chicago and considers herself an amateur photographer. Then you'll see all the Web reviews Sarah wrote, whether it's about the store, the Web, or the service.

4 comments will be personalized. Because the information of reviewers and reviewers is visible on the Web, future comments will vary depending on the reader. At present, Google and Facebook in the advertising presentation is based on the way we like to know the extent of the future pop-up comments will be similar approach. Comments from people with the same interest will be presented.

5 All comment formats will be compatible. For the time being, the websites that make the comments are different, the format of the speeches and the information you need are varied. For example, some websites accept video reviews, while some sites can only be rated. In the future, the way the Web site captures the most important information from a variety of guest reviews will continue to be "smarter", so consumers can produce a real "impression" of the product. When the comments on the site accumulate more and more, this will become particularly important. Consumers are not sitting down to see the full 2000 comments.

As reviews become more important, marketers must play a more active role in the review process. Now, only 13% of small business owners are actively investing in online reviews. This must change as quickly as possible to keep up with the needs of consumers. Businesses need not only to make more concerted efforts to solicit comments, but also to respond to negative and positive comments, and perhaps even offer rewards to customers who provide valuable purchasing and product-use experience.

As businessmen and business owners, it is sometimes difficult to get out of the role of budget managers and efficiency directors. So anything that looks like an increase in time is automatically considered impossible, especially when so many managers are already overworked and loaded. However, it is important for retailers to go forward and read customer reviews from a consumer perspective. Keep up with the development momentum in providing customer reviews is critical to the survival of the modern e-business era.

Opportunity is to rely too much on comments before you make your own purchase decisions. So why not expect consumers to be like you?

(via entrepreneur)