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Ecommerce has attacked the retail stores big time replicating store experience. There are pros in each account – the comfort at your door step and view of large product varieties in a single screenshot are advantages of ecommerce whereas we cannot get the touch and feel of a product online as in a physical store. At this point, let us take a moment to think how online has built its trust in selling products to our eyes without actually giving the look and feel of the product.
Here come online reviews! Consumers are helping themselves to build credibility over online shopping -- description of the performance, service, quality and feedback on the delivery, seller response etc., these are different perspectives of user experiences. These are quick references to assess a product and obviously consumers trust those reviews of peers for decision making. So ecommerce has surpassed the confidence game of touch and feel of products. In fact reviews have become part and parcel of ecommerce experience. It is the retailers turn to knock the power of reviews.
Takeaways for the online players: