Retailer Roadmap To Authentic Online Reviews

Retailer Roadmap to Authentic
Shopper Reviews
Prepared by ReviewMonitoring.com 2017
Retailer Roadmap to Authentic Shopper Reviews
Table of Contents
1 Amazon vs Rest of Retailers
How reviews help Amazon dominate the online e-commerce market
Amazon is unmatched when it comes to online retail

Amazon dominates because it provides a positive shopper experience from start to finish
Product info and reviews make Amazon the primary digital touch point in path to purchase
Product reviews make Amazon the preferred channel to purchase products
Reviews will continue to keep Amazon relevant with online shoppers across categories
2 Understanding Syndicated Reviews

How syndicated reviews affect shopper decision to buy
Syndicated and incentivized reviews do not help retailers earn shopper trust
Retailers need to boost perceived authenticity of online reviews to convert visitors
3 Generating authentic online reviews

Leverage touchpoints, price comparison & in-store mobile usage
Retailers have been engaging shoppers to submit reviews for their recent purchase
Request reviews specific to payment, delivery, return and product at relevant touchpoints
Price comparison and in-store mobile usage are key moments to generate online reviews
Best Buy uses online ratings in physical stores to influence shoppers
ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
1
Amazon vs Rest of Retailers
How reviews help Amazon dominate the online e-commerce market

Amazon is unmatched when it comes to online
retail
Amazon has established itself as the leading e-commerce retailer over the last decade. In 2016, on average
200 million unique shoppers visited Amazon every month. In the US, Amazons reach is approaching
saturation as more than 4 in 5 (81%) US shoppers visited Amazon. In comparison, Walmart, the largest US
retailer, averaged 113 million unique shoppers visiting its website reaching less than half of all Americans
online.
Amazons dominance of e-commerce is likely to continue as shoppers do not visit the site for transactional
purpose only. Online shoppers are more engaged with Amazon than with any other e-commerce website.
On average a digital shopper spends almost 2 hours a month browsing through Amazon, compared to less
than 30 mins on Walmart. Higher engagement with Amazon is largely as a result of shoppers who research
products and write reviews when on Amazon.
Amazon also has a slight advantage over Walmart in shopper demographics as it attracts a younger, more
affluent cohort. Amazon shoppers are also equally like to be male or female compared to other retailers.
Walmart and Target skew towards female shoppers while Home Depot and Best Buy skew male. This
demographic advantage will further help Amazon in maintaining its dominance over other retailers as
younger, affluent shoppers of both genders increasingly use mobile devices to research and buy products.
In an effort to catch up Amazon in online demographics and engagement, Walmart acquired e-commerce
startup Jet.com in August 2016. The biggest test of this will be during holiday sales. Amazons dominance is
most visible during the peak holiday shopping season i.e. November to December of each year. Amazon has
accounted for more than a third of online purchases made during the holiday season. No other retailer has
come close with Best Buy, Target and Walmart all accounting for less than 5% of the holiday season sales.

Amazon dominates retail e-commerce in customer
reach and engagement
Top US retail websites, 2016
Average
Average monthly unique Average time spent per month
annual reach
shoppers (millions) per shopper (hrs:mins)
(%)
Amazon 200.0 81% 1:42
Wal-Mart 113.1 46% 0:26
eBay 86.7 35% 1:22
Target 61.3 25% 0:13
Best Buy 41.5 17% 0:10
The Home Depot 33.7 14% 0:16
CVS 32.4 13% 0:16
Etsy 30.3 12% 0:19
JCPenny 29.1 12% 0:10
Source: Verto Analytics, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
Compared to Walmart, Amazon has a younger,
affluent base of male and female shoppers
Demographic profile of US shoppers by retail websites, 2016
Gender Age Income

$75K-
Female Male <18 18-34 35-54 55+ < $75K $100K+
$100K
Amazon 52.4% 47.6% 3.2% 35.7% 36.1% 24.9% 45.5% 15.1% 39.4%
Wal-Mart 60.2% 39.8% 1.5% 32.7% 39.0% 26.8% 51.2% 15.4% 33.4%
Target 69.1% 30.9% 1.3% 36.3% 41.5% 20.9% 43.4% 16.9% 39.7%
The Home Depot 46.5% 53.5% 1.0% 29.8% 41.3% 33.3% 41.7% 17.3% 41.0%
Best Buy 44.4% 55.6% 1.3% 27.1% 38.2% 27.1% 44.7% 15.0% 40.3%
All online shoppers 51.1% 48.9% 16.1% 28.9% 30.0% 25.1% 50.5% 14.9% 34.6%
Source: comScore, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Amazons dominance peaks during holiday season
with more than a third of all sales
Share of US holiday season (Nov1-Dec29) retail e-commerce sales by retailers
2015 2016
Amazon 37.9% 38.0%
Best Buy 3.5% 3.9%
Target 2.6% 2.7%
Walmart 2.8% 2.6%
Macys 2.5% 2.4%
Apple 1.7% 2.4%
Nordstorm 2.6% 2.3%
Kohls 1.6% 1.6%
The Home Depot 1.0% 1.1%
J. Crew 1.0% 0.9%
Source: Slice, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Amazon dominates because it provides a positive
shopper experience from start to finish
Amazons dominance is driven by its unparalleled shopping experience. More than half (56%) of online
shoppers say Amazon offers a positive experience compared to 3 in 10 shoppers who say the same about
retailer websites. This positive shopping experience extends from start to end of shopper path to purchase.
Shopper path to purchase can be broadly divided into three stages:

1. Research,
2. Purchase, and
3. Post-Purchase
In the Research stage shoppers discover new brands, look over product features, compare prices and read
reviews. Retailer websites, brand websites, social media, and product review sites are key touch points
among shoppers conducting research. The goal is to collect as much information as possible to make an
informed purchase decision. At the end of Research stage, shoppers make a decision.
The Purchase stage is where shoppers complete the transaction. This could happen online or offline. At
times new offers and discovery of alternative options at point of purchase can lead to further research.
Availability of payment methods and delivery options also have an impact on shopper decision to purchase.
The final stage is the Post-Purchase stage where shoppers use the product and share their experience with
others either online of offline. Increasingly shoppers are also likely to write online reviews on retailer
websites, brand websites, social media or even personal blogs. Other actions include contacting the brand or
retailer for customer support, return or refund.

Most shoppers prefer Amazon because they have a
positive experience with the platform
E-commerce platforms where US shoppers have had a positive experience
Amazon
56%
Brand website
31%
Retailer website
31%
Others
29%
Source: MetaPack, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Product info and reviews make Amazon the
primary digital touch point in path to purchase
Amazon is the first and most visited online touch point among shoppers when it comes to pre-purchase
research. Almost 1 in 4 (24%) of 18-34 year old Millennials shoppers and nearly 3 in 10 (29%) shoppers 35
and above say Amazon is the first site they visit when they start researching for brands and products. In
comparison only 12% of Millennial shoppers and 16% of older shoppers visit retailer websites first during
research.
The top three reasons people prefer to start their pre-purchase research on Amazon are access to a large
variety of products (79%), free shipping options (64%), and better pricing and promotion (60%). More than
half (55%) also agree that a large volume of customer reviews is one of the key reasons they visit Amazon
first. In other words, Amazon is perceived as the primary destination for product reviews.
Reading product reviews is one of the two of the most popular research activities among shoppers
alongside looking up product information. Amazon is the ideal website where both these actions can
happen during the same visit. Among online shoppers who made an online purchase in the last three
months, more than half (51%) visited Amazon product pages to get information during research. Almost 1 in
2 (48%) visited Amazon to read product reviews before making a purchase decision. The share of shoppers
visiting Amazon for product information and reviews only slightly declines to 41% among shoppers who
purchased an item online more than three months ago.
The only prominent touch point for retailers during research is email. More than 1 in 3 (36%) of recent
shoppers opened and read an email from a retailer as part of their pre-purchase research. Shoppers do not
perceive retailer websites as touch points where they can look up product information or read reviews. This
makes retailer websites lose relevance as a key destination for pre-purchase research.

Amazon is the top starting point for product
research
Channels where US shoppers begin researching products

Amazon
24%
29%
Search Engines
16%
15%
Retailer Websites
12%
16%
Retailer Store Visits
11%
15%
Advice from friends/family
7%
4%
Retail apps
5%
3% 18-34 (Millennials) 35+
Source: UPS, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Large volume of reviews is a key reason most
shoppers start their research on Amazon
Reasons that US shoppers begin path to purchase on Amazon
Variety of products
79%
Free shipping
64%
Better deals
60%
Large volume of helpful customer reviews

55%
Great search capabilities

54%
Good mobile experience

29%

Amazon product and review pages are top
research sources among US online shoppers
Sources used by US shoppers to research products
Bought online in last three Bought online more than

months three months ago
Amazon Product Pages 51% 41%
Amazon Review Pages 48% 41%
Search engines 48% 39%
Friends / Personal network 38% 32%
Email from retailers 36% 31%
TV ads 36% 28%
Price comparison sites 36% 24%
Direct mail/catalogs 34% 26%
Online ads 33% 23%
Social media 30% 18%
Blogs and news articles 29% 18%
Mobile ads 28% 15%
Radio ads 25% 15%

Product reviews make Amazon the preferred
channel to purchase products
Among shoppers who visit sites other than Amazon at the start of their path to purchase, 9 in 10 stop by the e-commerce
retailer website at some point during the journey to read online reviews. In comparison less than half (45%) visit Walmart
during their path to purchase to read reviews. And just over 1 in 4 (27%) visit other e-commerce websites like Best Buy
and Target looking for product reviews as part of their research.
Online shoppers looking for reviews are more likely to visit brand websites (55%), consumer review sites (52%), and blogs
(49%) compared to retailer websites. Retailers should focus on online review for two key reasons. First, shopper trust in
online reviews as a reliable source of information has been increasing year on year. Second, product reviews now have
greater influence on online purchase decision compared to word of mouth.
In 2016, almost 1 in 5 (18%) online shopper said they always trust online reviews - up from 4% in 2014. Another, 66% trust
online reviews with caveats such as authenticity (27%), volume of reviews (20%), and nature of business (19%). Amazon is
the leader in meeting the first two criteria. The site establishes authenticity via reviews from verified buyers. It has
garnered a vast volume of reviews across both positive and negative sentiments. As a result Amazon is the default choice
when shoppers look for product reviews.
But, reading product reviews is more than just a pit-stop in the path to purchase. It is a key moment of truth that can
shape the final purchase decision. This is especially true when it comes to reading reviews on Amazon. Almost 1 in 2 (49%)
online shoppers who purchased a product say that reviews on Amazon was the top factor that influenced their decision.
This is well ahead of offline word of mouth (16%) and price comparison on retail websites (11%). Less than 1 in 10 (7%)
online shoppers say reviews on retailer websites was the primary source of influence behind their purchase decision.
The dual effect of greater trust in and influence of Amazon reviews are the key drivers behind Amazons dominance over
retailers like Walmart and Best Buy. Amazon is not only the first and most widely used site for product research, but it is
also the preferred channel to buy products. More than 2 in 3 (67%) online shoppers buy from Amazon compared to only
18% who prefer to buy from other retailer websites. Amazon is not only attracting most of the online shoppers, but it is
also using its Prime membership program to create repeat customers out of heavy online buyers i.e. those who purchase
the most online. Three in ten Prime members buy from Amazon on a weekly basis while more than half (56%) buy once
every two weeks.

Those who start purchase journey elsewhere also
visit Amazon for reviews during research
Websites where US shoppers look for product reviews
Amazon
90%
A brands website
55%
Product review websites

52%
Blogs that cover products

49%
Walmart
45%
Other e-commerce websites

27%

Trust in online reviews has increased, especially
when multiple reviews are available
US Shoppers who trust online reviews as much as word of mouth
2014 2015 2016
Yes, always 4% 8% 18%
Yes, if I believe theyre authentic 22% 25% 27%
Yes, for some types of business 34% 22% 19%
Yes, if there are multiple reviews 18% 19% 20%
No, often skeptical about them 5% 6% 12%
No, dont trust them at all 17% 20% 4%
Source: Slice, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Amazon reviews influence purchase ahead of word
of mouth and reviews on other websites
Primary source that influences purchase decisions among US shoppers
Product reviews on Amazon
49%
Word of mouth
16%
Price comparison on retail websites

11%
Product reviews on social media

10%
Product reviews on other websites

7%
Other
7%
Source: Radial, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Amazon is the most preferred online touchpoint to
complete a purchase journey
Most preferred point of purchase among US shoppers
Amazon
67%
In person at a physical store
15%
Other e-commerce websites
18%

Prime members are more likely to purchase
products more frequently from Amazon
Frequency with which US Shoppers purchase from Amazon

Daily
1%
1%
2+ times per week
11%
1%
Once per week
18%
3%
Once every 2 weeks
26%
8%
Once per month
25%
22% Prime Members
Less than once per month Non Members
19%
65%
Source: Feedvisor, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Reviews will continue to keep Amazon relevant
with online shoppers across categories
Amazon is set to maintain its position as the leading online retailer as it continues to attract shoppers to post reviews
after purchase. While more than 3 in 5 (62%) shoppers tell their friends and family about the product in person, Amazon is
the most popular online destination where shoppers choose to share their post-purchase product experience.
Almost half (47%) of all online shoppers go on to post product reviews on Amazon while just over 1 in 4 (28%) post
reviews on retailer websites. Shoppers are more likely to review products on the brands website (44%) and social media
(40%) compared to a retailer website.
Amazons prominence as the first and most important touch point in shopper path to purchase has allowed it to explore
new categories such as automotive. One of the key advantage that Amazon has over other retailers is the vast amount of
reviews and consumer perception that it is the main destination to get product reviews.
As we have seen reviews are a major source of influence when it comes to shaping consumer purchase decisions. This
remans the same with cars buyers as well. Among Millennials aged 18-34, review sites have the biggest influence on car
buyers behind TV (37%) and online search (33%). Among adults 35 and above, review sites are the top source of influence
when it comes to buying a car. As a result Amazon has already started collecting reviews for cars even though it does not
sell cars - yet.
Amazon already sells auto parts and accessories on its website. It is also ahead of dealerships and other online sites like
eBay. 14% of adults 18+ buy auto parts from dealerships and 7% from eBay. In comparison, 17% of adults 18+ buy car
parts and accessories form Amazon. One in five (21%) Millennials aged 18-34 buy auto parts from Amazon. Among adults
35 and above more than 1 in 10 (11%) buy auto parts from Amazon.
While Amazon has a long way to go before consumers buy cars online, making the website a key touch point in the car
buyers path to purchase is a smart, consumer-centric move to draw future car buyers. Reviews will continue to stay highly
relevant with online shoppers as more and more go online for research and information. Retailers, as well as brands, need
to capitalise on this trend and generate authentic consumer reviews on their own platform to stay relevant with online
shoppers.

Amazon is the top online choice to share product
experience after purchase
Ways in which US shoppers share their product experience post purchase
Tell my friends and family about it in conversation

62%
Write review on Amazon

47%
Write review on the brands website

44%
Write review on social media

40%
Write review on retailer website

28%
Source: Crowdtap, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Review sites are one of the most influential sources
of information among car buyers
Channels that influence US shopper car purchase decision
Millennials 18-34 Adults 35+
TV 37% 31%
Digital search 33% 32%
Vehicle review sites 30% 33%

Social networking sites 19% 12%
Magazines 11% 10%
Digital video 10% 8%
Newspapers 10% 8%
Outdoor billboards 9% 6%
Radio 9% 6%
Digital ad banners 8% 6%
Direct mail/email marketing 7% 8%
Mobile apps 6% 4%
Source: Video Advertising Bureau, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
Millennials buy auto parts from Amazon behind
physical stores and specialised websites
Channels where US shoppers buy auto parts and accessories
Millennials 18-34 Adults 35+ Adults 18+
Physical auto parts stores 54% 47% 50%
Auto parts stores websites 34% 37% 36%
Amazon 21% 11% 17%
A dealership 14% 13% 14%
Big box stores (e.g Costco) 15% 11% 13%
Junkyard 13% 6% 9%
Other e-commerce websites 9% 8% 9%
eBay 8% 5% 7%
Source: eBay, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

2
Understanding Syndicated Reviews
How do syndicated reviews affect shopper decision to buy

Syndicated and incentivized reviews do not help
retailers earn shopper trust
More than 2 in 5 (41%) shoppers are aware of syndicated reviews on retailer websites. Among those aware of syndicated
reviews more than 1 in 4 (27%) say that it influences what they buy. Awareness of syndicated reviews is greater among
male shoppers (47%) compared to female (33%). Young millennial shoppers 18-34 year old (36%) are more likely to be
influenced by syndicated reviews than older shoppers.
Retailers biggest hurdle in driving shoppers to buy from them is in the perceived trust of online reviews on their website.
Just over 1 in 5 (21%) online shoppers say they somewhat or completely trust online reviews that were originally posted
on the retailer website.
However this does not mean that shoppers do not trust online reviews on retailer websites. The majority of online
shoppers are on the fence when it comes to putting their trust on online reviews they come across while browsing a
retailers website. Almost 2 in 5 (39%) pick a neutral stance saying they neither trust, not distrust online reviews on retailer
websites.
The inclusion of syndicated and incentivised reviews, however, does not seem to move the needle on consumer trust.
Overall trust in reviews declines to less than 1 in 5 (17%) when shoppers see reviews sourced from other websites. In fact,
syndicated reviews seem to add to consumer skepticism with almost half of online shoppers (48%) say they would not
trust the review.
Similarly, incentivized reviews also increase consumer skepticism with more than half (54%) saying they would not trust
paid-for online reviews. This applies not only to directly paid-for reviews from anonymous non-buyers, but also to
endorsements from online personalities. Shoppers look for feedback from other shoppers who go through the same
research and decision experience. They are more likely to be influenced by relevant reviews.
While syndicated reviews are better than no reviews at all, retailers cannot rely on syndicated and incentivised reviews
only. Syndication and paid for reviews are less effective than original reviews, when it comes to connecting with the
anxiety of a shopper about to make a purchase decision. In the long term, they could do more harm driving shoppers to
buy from websites such as Amazon and eBay.

Men are significantly more aware of syndicated
reviews
Awareness of syndicated reviews among US shoppers by gender and age
Total Gender Age
Adults 18+ Women Men 18-34 35-54 55+

Awar
Aware of
e, syndicated 41% 33% 47% 38% 40% 39%
41% reviews
impacts my
purchase 27% 28% 25% 36% 18% 26%
decision
Millennial shoppers are most likely to be

impacted by syndicated reviews
Source: Review Monitoring, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
More than one in five shopper trusts original
reviews on retailer websites
Trust in original reviews on retailer websites
Do not trust at all Somewhat do not trust On the fence Somewhat trust Completely trust
Total 20% 20% 39% 16% 6% 22%
Wome
18% 22% 35% 18% 7% 25%
n
Men 17% 17% 45% 16% 6% 22%
18-34 15% 21% 33% 24% 7% 31%
35-54 18% 17% 45% 15% 5% 20%
55+ 19% 20% 44% 11% 6% 17%
Source: Review Monitoring, 2017 n=500 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
Less than one in five shopper trusts syndicated
Trust in syndicated reviews on retailer websites
Do not trust at all Somwhat do not trust On the fence Somewhat trust Completely trust
Total 28% 20% 35% 11% 6% 17%
Wome
27% 18% 37% 13% 5% 18%
n
Men 30% 20% 33% 11% 6% 17%
18-34 23% 16% 35% 19% 8% 27%
35-54 31% 17% 39% 9% 3% 12%
55+ 32% 27% 30% 6% 5% 11%
Less than one in five shopper trusts incentivized
Trust in incentivized reviews on retailer websites
Do not trust at all Somwhat do not trust On the fence Somewhat trust Completely trust
Total 30% 23% 30% 11% 5% 16%
Wome
30% 25% 29% 11% 5% 16%
n
Men 31% 21% 29% 12% 6% 18%
18-34 27% 25% 27% 12% 8% 20%
35-54 27% 21% 30% 15% 6% 21%
55+ 36% 24% 32% 7% 1% 8%
Retailers need to boost perceived authenticity of
online reviews to convert visitors
Perception of authenticity is a key factor that drives shoppers to purchase after reading online reviews on retailer
websites. They derive this perception from four areas - verification that it was posted by the real buyer, number of reviews
available for the product, share of positive to negative reviews, and origin site of the review.
Two in five online shoppers are influenced to buy from retailers after seeing buyer verification in online reviews. Buyer
verification is largely seen as a stamp of transparency. Seeing buyer verification on reviews is a clear sign from retailer to
shopper that there is nothing to hide. Amazon has long capitalised on this to earn shopper trust encouraging them to buy
directly from Amazon.
The number of reviews also plays an important role with a similar proportion (39%) saying it influences their decision to
buy from the website. When sites lack online reviews, it loses credibility with shoppers making it difficult for shoppers to
move ahead in their path to purchase. Many retailers have turned to syndication to boost their review volume in an
attempt to gain legitimacy. But as more shoppers become aware of syndicated reviews they are likely to lose trust in
retailer websites.
A potential risk with syndication is the lack of balance in positive and negative reviews. More than a third (34%) of
shoppers get suspicious when they see a lack of negative reviews on retailer websites which makes them less likely to buy
from the website. This is relevant for brands as well as retailers who might want to remove negative reviews from their
website in hopes of boosting consumer confidence. The goal should be generate more positive reviews that can drown
out the negative ones making them insignificant.
A more direct risk due to syndication comes from shoppers being put off when they see reviews from other websites.
More than 3 in 10 (31%) shoppers say that source of online reviews influence their decision to buy from the retailer. This
more than doubles among male shoppers with 67% saying they are more likely to buy if the review originated on the
website.
The most natural path for retailers looking to increase the authenticity of reviews on their website is to generate original
reviews from shoppers using their websites and apps across all devices throughout the path to purchase.

Buyer verification and total number of reviews
are top factors that boost authenticity and trust
Review factors that influence purchase decision on retailer websites
Total Gender Age
Adults 18+ Female Male 18-34 35-54 55+
Buyer verification 40% 37% 63% 49% 29% 38%
Volume of reviews 39% 32% 68% 47% 37% 38%
Lack of negative reviews 34% 44% 56% 29% 47% 29%
Original source of reviews 31% 33% 67% 44% 18% 25%
Seeing paid-for reviews 13% 59% 41% 12% 6% 16%
3
Generating authentic online reviews
Leverage touchpoints, price comparison & in-store mobile usage

Retailers have been engaging shoppers to submit
reviews for their recent purchase
Home Depot requesting a review with product usage

pictures for a chance to win USD 1,000
Zappos appeals to the shoppers experience of reading

reviews to submit a review and help others
Amazon makes it easy and convenient for shoppers to

review just one aspect of the product with one click

Request reviews specific to payment, delivery,
return and product at relevant touchpoints
Just over 1 in 10 (13%) online shoppers prefer to be contacted by retailers asking for a review after having made a
purchase. This figure falls to 7% among female shoppers. The only relevant content shoppers want after buying from a
retailer are coupons and discounts for future purchase. Almost 9 in 10 (87%) shoppers prefer receiving coupons and
discounts from retailers after purchase.
While this may seem like providing offers and discounts in exchange for reviews is an easy win, there are more relevant
ways to approach shoppers when requesting for an online review. A new approach could be to request reviews for
specific parts of the shopping experience instead of the overall experience. For instance right after purchase, retailers can
request shoppers to review the payment experience offered on the website or app. More than 1 in 10 (11%) shoppers
look for payment options (Cards, PayPal, and other e-wallet options) when reading reviews making them likely to share a
review after the payment experience.
Retailers have another relevant opportunity to request an online review once the product has been delivered. More than
one in five (26%) shoppers read online reviews to get information on delivery costs and options. Asking recent buyers to
rate and review the delivery of the product, once again, takes away the burden of having to review the entire shopping
experience.
In addition to payment and delivery, retailers can also request reviews if and when shoppers return the products. While
shoppers who return products might not have had a positive experience, making the return process convenient will result
in a positive experience. As such retailers can request shoppers to review the return process and garner positive online
word of mouth.
Not surprisingly, most shoppers (71%) look for information around product features when reading reviews. Requesting
shoppers to post reviews on product features can be a hit and a miss, but should not be avoided. One key way in which
retailers can encourage shoppers to review the product itself is by engaging with them post-purchase across all customer
service channels. For instance, shoppers could turn to the website from where they bought the product if they have a
question. When shoppers ask questions specific to usage after purchase, retailers can request them to share a review
around product usage.

Shoppers are not likely to be responsive to
requests to post online reviews after purchase
Shopper preference for retailer communication post-purchase
Total Gender Age
Request to post online reviews 13% 7% 17% 13% 12% 14%
Request to complete satisfaction survey 14% 15% 15% 20% 15% 12%
Recommend items for future purchase 12% 17% 17% 19% 6% 8%
Coupons and discounts for future purchase 87% 83% 83% 88% 90% 82%
Product features are the most influential topic in
online reviews especially among Millennials
Review topics that influence purchase decision on retailer websites
Total Gender Age
Product features 71% 68% 76% 80% 69% 70%
Delivery cost and options 26% 25% 27% 27% 18% 33%
Authenticity verification 26% 25% 25% 28% 22% 25%
Return cost and options 23% 16% 32% 28% 23% 19%
Payment options 11% 7% 15% 10% 12% 11%
Men are more likely to pay attention to return

cost and options when reading reviews
Price comparison and in-store mobile usage are
key moments to generate online reviews
Retailers who seek to motivate consumers to post reviews on their website can adopt a two pronged approach in their
strategy. Firstly, they can leverage price comparison during research as a key moment to re-engage shoppers for product
reviews. Retailer websites are the top destinations for price comparison in clothing (64%), Electronics (61%) and Toys
(53%). Amazon lags in price comparison behaviour across all categories. While a Consumer Packaged Goods buyer prefer
to compare prices in physical stores, almost 1 in 2 (47%) compare prices on retailer websites well ahead of Amazon (19%).
Price comparison is a key moment that shapes purchase decisions and is prevalent across categories. Retailers need to
optimise shopper journeys from price comparison to purchase, and inviting them to post reviews across post-purchase
moments.
Secondly, retailers can take a mobile-first approach to generating reviews on their websites and apps. Amazon is already
the most downloaded shopping app and the first point of contact on mobile during the path to purchase. However,
retailers have the upper hand when it comes to shoppers accessing mobile apps inside a store. More than 3 in 10 (31%)
shoppers use the retailers app when in a store, compared to 1 in 4 who use the Amazon app. The physical store makes
the retailers own app more relevant than Amazon.
Retailers can provide a better mobile app experience in-store by focusing on things that shoppers care about when using
smartphones inside a brick and mortar store. More than 3 in 5 (62%) prioritise being able to see the product picture as a
visual confirmation that they are getting information on the product that is in front of them in the store. More than half of
all in-store smartphone users want to be able to read product reviews (58%) as well as compare prices (54%). In
comparison when shoppers use their mobile device at home, they prioritise reviews (63%),product descriptions (60%), and
price comparison (55%). There is opportunity for retailers to personalise content based on shopper location when they
open the app.
Reviews continue to be a key factor among in-store smartphone users. The top shopping related smartphone activity
among in-store mobile users is to look up product reviews (29%) ahead of reading details (28%) and comparing prices
(27%). Overall, retailer apps can leverage the in-store opportunity by providing the right content through their mobile
apps in the form of mobile-friendly reviews, images, details, and prices to drive purchase. They can then invite the
shopper to post a review back on the mobile app in an attempt to grow authentic reviews on their own websites and
apps.

Best Buy uses online ratings in physical stores to
influence shoppers
Best Buy stores in the US now include customer
ratings from their websites in product
description cards in physical stores. Online star
ratings next to products help influence store
visitors browsing through the products.
Best Buy could go a step ahead by adding

online reviews from the website that are
authenticated and marked as helpful. This
would provide contextual and relevant
information to help shopper make a purchase
decision.
Scanning the QR code at the bottom left would

ideally show the product name and picture
along with reviews for the product to meet
customer expectations around what
information they need to make an informed
purchase decision.
It would also benefit retailers if the shopper

journey that started with scanning the QR code
could track them to purchase so that it can also
prompt for online reviews at opportune
moments.

Retailers can also partner with brands to
encourage customer reviews via mobile apps
Brands are no longer limited having a website
around their physical products. Those products
can now have a digital extension that stays with
the consumer at all times via a mobile app.
Shoppers might buy a TV or vacuum cleaner for

their home. But an app from the manufacturer
on their smartphone can act as an everyday
channel for customer service, looking up
information, or new product updates among
other things.
Brands that sell on Amazon are already

engaging customers via apps to leave product
reviews on the retailer site. Instead of asking for
an app review, a product review on a retailer
site is more effective in generating user-driven
content that can influence other shoppers.
Retailers like WalMart and BestBuy can take a

proactive role in engaging shoppers by
partnering with manufacturers. Brands can
encourage their app users to leave online
reviews of the product on their websites.

Retailers can leverage price comparison as a key
moment to encourage reviews
Sources used by US shoppers to compare product prices
Auto Clothing CPG Electronics Furniture Toys
Retail websites 59% 64% 47% 61% 61% 53%
In-store displays 47% 53% 67% 49% 58% 51%
Google 43% 36% 25% 40% 37% 37%
Amazon 41% 41% 19% 46% 31% 51%
Social media 14% 14% 10% 11% 9% 11%
Source: Blackhawk Engagement Solution, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
Amazon is the top downloaded retailer app among
US shoppers
Retail apps downloaded by US shoppers
Amazon
47%
Wal-Mart
33%
Target
26%
eBay
19%
Kohls
15%
Macys
12%
JCPenney
11%
Source: Rubicon, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

1 in 2 shoppers start their mobile path too
purchase on Amazon web and/or app
First channel used by US shoppers to research products on mobile
Amazon mobile website/app
50%
Mobile web search/app
34%
Retailer mobile website/app
16%
Source: Bloomreach, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Shopper use retailer apps over Amazon app when
inside the retailers store
Mobile channels used by US shoppers when in-store
Text
48%
Facebook
35%
Google
33%
Retailer mobile app

31%
Amazon
25%
Source: Euclid Analytics, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews
In-store mobile shoppers value visual content,
reviews, prices and product details
Important factors when using smartphone in-store vs at home
When in store When at home
Ability to see product pictures 62% 46%
Being able to read product reviews 58% 63%
Ability to see/compare prices 54% 55%
Having product descriptions 44% 60%
Security of website/app 31% 36%
Text/links on a website and/or app 17% 50%

Shoppers use mobile when in stores to look-up as
well as post reviews for recent purchases
Shopping related in-store smartphone activities among US shoppers
% in-store smartphone users
Look up product reviews 29%
Read product details 28%
Compare prices at other online or physical stores 27%
Access coupon sites or apps for in-store redemption 27%
Write a product review for a recent purchase 25%
Place an order to be shipped to you 24%
Search for specific products and their alternatives 23%
Search for a different online retailer 21%
Look for other locations of the same retailer 21%
Check in-stock status on retailer website or at another location 20%
Call, email, text friends and family for feedback 20%

Retailer Roadmap To Authentic Online Reviews

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Retailer Roadmap To Authentic Online Reviews

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Retailer Roadmap to Authentic

Amazon is unmatched when it comes to online retail

2 Understanding Syndicated Reviews

3 Generating authentic online reviews

ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Top US retail websites, 2016

Amazon 200.0 81% 1:42

Wal-Mart 113.1 46% 0:26

eBay 86.7 35% 1:22

Target 61.3 25% 0:13

Best Buy 41.5 17% 0:10

The Home Depot 33.7 14% 0:16

CVS 32.4 13% 0:16

Etsy 30.3 12% 0:19

JCPenny 29.1 12% 0:10

Demographic profile of US shoppers by retail websites, 2016

Gender Age Income

Source: comScore, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Share of US holiday season (Nov1-Dec29) retail e-commerce sales by retailers

Amazon 37.9% 38.0%

Best Buy 3.5% 3.9%

Target 2.6% 2.7%

Walmart 2.8% 2.6%

Macys 2.5% 2.4%

Apple 1.7% 2.4%

Nordstorm 2.6% 2.3%

Kohls 1.6% 1.6%

The Home Depot 1.0% 1.1%

J. Crew 1.0% 0.9%

Source: Slice, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Shopper path to purchase can be broadly divided into three stages:

ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

E-commerce platforms where US shoppers have had a positive experience

Source: MetaPack, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Channels where US shoppers begin researching products

Source: UPS, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Reasons that US shoppers begin path to purchase on Amazon

Large volume of helpful customer reviews

Great search capabilities

Good mobile experience

Source: UPS, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Sources used by US shoppers to research products

Bought online in last three Bought online more than

Friends / Personal network 38% 32%

Email from retailers 36% 31%

TV ads 36% 28%

Price comparison sites 36% 24%

Direct mail/catalogs 34% 26%

Online ads 33% 23%

Social media 30% 18%

Blogs and news articles 29% 18%

Mobile ads 28% 15%

Radio ads 25% 15%

Source: UPS, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

Websites where US shoppers look for product reviews

Product review websites

Blogs that cover products

Other e-commerce websites

Source: UPS, 2017 ReviewMonitoring.com - Retailer Roadmap to Authentic Shopper Reviews

US Shoppers who trust online reviews as much as word of mouth