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10th March 2008
User-generated content could be the key to online independent retailers
Internet-based independent retailers could see an increase in business if they make use of user-generated comment, experts have claimed.
According to internet magazine Web-User, small retailers hoping to experience strong growth should ask consumers to provide product reviews and detailed feedback to boost their reputation.
Ben Camm-Jones, news editor of the publication, pointed to the success Amazon has had with similar techniques.
He said: "Any sensible online retailer is asking their buyers for feedback – allowing customers to rate products, add their own reviews, the way that Amazon has done for years.
"I think that any sensible retailer has got to put those features on their website because people do trust what other people say, although whether it is genuine or not is another issue."
Mr Camm-Jones added: "You have got to make sure that it is not being manipulated by other people or competitors. It is incredible the amount of importance your average consumer places on these sort of things."
According to a survey by Coremetrics, some 58 per cent of marketing professionals have made use of user-generated content.
(c) 2008 Adfero Ltd.
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