The holiday season, for most online retailers, is the busiest time of the year in terms of sales revenue. But new data shows that it’s also when the proportion of negative customer reviews is at its highest. Having a rock solid strategy to proactively collect and manage reviews is critical at all times of the year, but is certainly most urgent during the holidays simply because of the sheer quantity of feedback that comes in during this time.
It’s not all bad – the increased quantity of reviews also gives sellers a unique opportunity to turn 2016 holiday wins into 2017 sustained growth. By proactively collecting tons of feedback, retailers can use these reviews to boost sales moving forward, as well as make sure any new customers are having the best possible experience so they will come back for future transactions.
The story was also featured in KK News (in Chinese).