Often a five-star product reviews do not help internet retailers, a new study shows. It appears that excellent reviews increase prospective customers’ expectations of the products, which makes them more likely to return them.
High return rate of the products is one of the main pitfalls of online shopping. a new marketing study estimates about 30 per cent of all products get returned. This is costly for retailers. Trust reviews are very important in online retail. They should be used more in conventional retail but for some reason, online retailers don’t want to apply these in store. Trust worthiness generally is a big issue.
The study of online customer reviews from a main online retailer over several years, found that glowing reviews, five star reviews, often resulted in more purchases, but also more returns.
So to increase online retailer’s trust worthiness, they should ensure that their reviews are genuine and that their products match with the review, which will satisfy the customers. Orelse, the five star rated review can bring in a negative impact on their sales.