For retailers, the writing is on the wall, or at least on their websites: superfans are sharing helpful information and first-hand advice, creating authentic conversations and boosting consumers’ confidence in the purchase, according to an article on PSKF.com.
People want to hear what other people like. People tend to base their opinions on the successful experiences they’ve heard about from others.
This is just another step in the evolution of social networking. Consider what several companies are doing: Current policy holders for a Finnish insurance company volunteer as online advisers for potential customers. These current policy holders also created video testimonials of their insurance claims experiences and posted them on the company website. Another web company creates platforms for other businesses that encourages peer-to-peer recommendations, and in turn, rewards them with product credits.
Connecting your channel and getting shopper-to-shopper feedback is the most powerful marketing mechanism for retail. The key is to ensure you’ve got happy customers. Make their experience a pleasant one with great customer service.
Shopper-to-shopper service and peer-to-peer consultations are great because people are going to listen to experiences from other shoppers more than the retailer’s advertising. If retailers are smart, they’ll have customer reviews and advice on their own website.
Source: PSFK.com, July 2012