News

Survey: 48 percent of retail websites not offering product ratings, reviews

June 13, 2011

CrossView, a provider of cross-channel commerce solutions with clients such as Advance Auto Parts and Moosejaw, released the results of a survey showing that 48 percent of retailers are not offering product ratings or reviews on their websites.

CrossView examined the cross-channel capabilities of 25 top retailers, including Abercrombie & Fitch, PetSmart, J.Crew and Foot Locker, among others.

“We are surprised at the high number of retail websites that still do not offer product ratings and reviews, which are critical components to an effective digital shopping experience,” said Jason Goldberg, vice president, strategy and customer experience, CrossView. “Ratings and reviews are the best way to offer shoppers ‘social proof,' which has largely replaced ‘brand’ as the leading influence on purchase decisions."

Retailers currently offering product ratings and reviews included American Eagle, Best Buy, Dick’s Sporting Goods, Foot Locker, Game Stop, Gander Mountain, PetSmart, Sears, Target, Tractor Supply, The Children’s Place, The Limited and Urban Outfitters.

"When combined with other compelling benefits of a peer review program, which include improved SEO, social engagement, reduced returns and product feedback, it’s clear that merchants who are not offering product ratings and reviews are leaving a lot of opportunity on the table," Goldberg said.