Yesterday, I visited the Amazon retail store at the Domain in Austin. When I go in I am trying to pay attention to details that tell me about their strategy and operations. One thing that caught my eye is the product tags under each item. If you look closely you will see a review, their star rating, how many reviews and as of date. What caught my attention this time was how some of these tags were dated from the last week or so and then others from January like this one. What is your take on that? Are you ok with a “dated” or “out-dated” tag? Couldn’t they change these paper tags on a regular basis? In the future they could go with digital tags, think about a slimmed down version of an Echo Show (I can imagine the day we see these in the aisles of Whole Foods to answer browser questions) #reviews . However, we know they like to be frugal in their innovations and then optimize them later on. PS I did discover a couple of books I did not discover on the website. Bookstores are awesome. #retail?#merchandising
Interesting concept Bryan Eisenberg, but it lacks rating/review recency. Wonder who picks which review to display? I would opt for a digital tag that could scroll info or just a tag of a barcode where I could scan with my phone to look up ratings, video reviews and additional info to facilitate my order. Maybe by scanning the barcode, I might find a cheaper deal or incentive to buy online. However, since they’re a retail store, I am not sure they would want me to order online? Maybe it wouldn’t matter to them as long as they got the sale.
The idea is good but I like your suggestion of digital tags and being able to scroll through reviews, in another word if you are doing it, do it right. Printed positive comment to me is simply marketing tactic in order to sell and not necessarily to provide a service to the consumer. And the older date of the review may imply that the book is not that popular in sales but comment is still valid. Yet I would still question if the older one was chosen because it was a positive comment or shall I trust it was the best? And according to whose opinion it was the best. Reviews are there to help us get feedback in order to make a decision and therefore we need more opinions since we do not necessarily know or trust that one person. In any case, I would base my decision on reading more than one comment and particularly negative ones as it is easier to discern if a negative comment is true to the product or the personality of commenter however a positive one could simply be a marketing gimmick!! So Kudos to Amazon marketing-wise but in terms of consumer experience try again!!!
Very interesting! I believe within the category of books, reviews have a longer shelf life (depending on topic). We do see an impact of review date against online purchase intent. I assume behavior would be demo specific as younger demographics utilize reviews on purchase decisions more heavily. One could make the assumption that the older the reviews are, the less in-demand the product may seem at the time. This may impact purchase behavior. With digital tags you can easily adjust based on product specific nuances as well as target demographic. Not to mention the ability to easily test review impact on purchase in real time. Perhaps the review could be tailored to the audience in the closest vicinity to the book.
Ironically I just ordered that exact book today on Amazon! I wish modern day retailers took on a similar approach to make their customers experience more engaging.
Relevance is paramount regardless of date.
It should be kept as it is , if changed then it's not transparency. That's how amazon works being transparent and customer obsessed
While the immediacy of the review is less important to me, I love that Amazon is testing out ways to bring trends they see on their platform (how reviews can drive sales)within an actual retail environment.
Wow, what an amazing business opportunity for someone like bazaar voice. This never even occurred to me. Seems obvious.
Realtor at Lakes Area Realty
6 年Customer Service needs a tag #I-Love-To-Help-People #Service