Ratings & Reviews Drive In-Store Purchase Decisions

Reviews of products and services play a critical role in the path to purchase among consumers who use mobile devices. In fact, according to our January 2014 survey of 1,058 consumers, we found that 45% of consumers used their mobile devices in store to look at online reviews prior to making a purchase decision. Six out of ten consumers said the reviews have influenced their decision to purchase a product. Roughly, half said they have decided not to purchase a product because of the information they obtained in-store. This underscores how important reviews have become during the path to purchase however; many small businesses still don’t utilize ratings and review services.

According to our recent small business survey, conducted on 1,008 businesses, only 28% have a way to capture customer feedback. When asked what the impact of having or not having a process to capture feedback was, 75% said they did not know the impact or thought it didn’t have any impact on their business. Interestingly, 50% of those that did utilize a rating and review process said it has had a positive impact on their bottom line.

Clearly, those that have a process can see the value. What about the rest? There seems to be a disconnection between consumers and many small businesses. This represents a significant education and monetary opportunity for marketing service providers in this space.




Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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