Yet another article on product reviews and the customer rating service company Bazaarvoice. This time in the Wall Street Journal (registration required). The article mostly talks about the positive impacts of customer reviews on sales and customer satisfaction for outdoor gear retailer Bass Pro Shops. The article also points out that roughly 25% of online ecommerce companies use online ratings according to Shop.org.
According to David Seifert, director of operations in Bass Pro's direct-marketing unit "the payback was huge" from implementing product reviews and he added "I'm a happy camper." It is unclear whether or not he was trying to be funny, but I laughed.
More interesting data on negative reviews. According to article only 6% of product reviews on Petco's Animal Supply site are negative - meaning a product received a 1 or 2 rating out of 5. This echos the data Bazaarvoice uses in its marketing showing that positive reviews greatly out number negative reviews. More on this topic later.
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