Research finds that credible reviews are vital for a third of online luxury shoppers
Visible and believable reviews are vital for more than a third of shoppers looking to buy luxury goods online, a survey of 1,000 people has revealed.
The research commissioned by online feedback specialists Feefo also showed that 61% of respondents will not reduce their online spending habits in 2012.
Managing director Andy Mabbutt explained that while shoppers actively look for customer reviews regardless of how much they are spending, the figure jumps significantly when it comes to splashing out on luxury goods.
Mabbutt said: “It’s all about reassurance – both of the product and the website you’re buying it from.”
The survey of 1,000 premium customers was carried out by digital marketing agency Leapfrogg. The company’s commercial director Ben Potter explained: “Our survey highlights the need for even the most luxury of brands to include user generated content to build trust from a third party voice (i.e. other customers) and therefore increase conversion rates, as well as the SEO benefit this content adds.
“We asked respondents ‘what are your customers online expectations of you as a premium brand in 2012?’. A third (34%) cited ‘visible, believable reviews’ as a website feature that constitutes a premium shopping experience.”
The research also showed that 61% of premium UK shoppers say they will not reduce their online spending habits in 2012, with 30% of respondents saying they plan to spend more this year than last year due to improved customer service and confidence in purchasing online.
