Some ecommerce companies view reviews as just a customer feedback mechanism. A mechanism that offers the ability to collect consumer feedback on a brand experience enabling the merchant to improve its service. And that’s absolutely true, but to leave it there really misses the wider marketing opportunity.
Online retail reviews themselves are trustworthy ‘content’. And Google loves trustworthy content, it helps Google organise its search rankings in a way that’s meaningful for consumers. Similarly, content is the lifeblood of marketing today and reviews are a great way to help turn your customers into advocates for your brand.