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Customer reviews: Are you asking the right question?

Reviews are about more than just whether a product is good or bad.

They serve another important function: Reviews let existing customers guide new customers to the right product. If people buy the right stuff, you get happier customers and fewer returns.

Sometimes you need more than a 1-to-5 star rating system. Bazaarvoice* and the other review tech providers offer interesting options that focus on issues that are more important to certain customers. Example: Lilly Pulitzer asks customer to “Rate the Fit” of each item.

Figure out what causes your new shoppers to buy the wrong thing and let existing customers help them out.

rate the fit

(*I’m an advisor to Bazaarvoice.)

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