LAKELAND ADDS USER GENERATED CONTENT TO WEBSITE
27 Mar 08
Lakeland customers can now share their opinions on items they have purchased, by using a product review service that Snow Valley has added to the Lakeland website.
Research has shown that customer reviews can play a huge role in converting browsers to buyers. A survey by the JC Williams Group showed that consumer content was ranked as the number 1 aid to a buying decision, cited by 91% of respondents.
Other research has shown that the vast majority of reviews are positive – in one study 88% of reviews in the UK gave 4 or 5 stars out of 5 – which should reassure retailers worried about poor comments impacting on sales.
Lakeland wanted their product review system to be as customer-focused as possible. A customer can review a product simply by clicking ‘Submit Review’, logging in, and completing the review form with some text and a star rating.
They can then track their reviews through the My Account section of the website, seeing which entries have been published, why any amendments have been made by editors, or why a review was rejected.
Lakeland staff use a manager application to manage the reviews, making notes on why any entries have been edited and using a quick publish for any review that is clearly acceptable.
Lakeland also gives shoppers the chance to complain about a review – these complaints are also managed through the application.
Some Lakeland reviews: