Customer reviews are a critical retail touchpoint, with verified purchaser feedback influencing buying decisions more than incentivized or promotional reviews.
Key takeaways
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Verified reviews drive trust: Shoppers prefer reviews from verified purchasers, viewing them as more credible.
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Incentivized reviews boost volume: Incentives rapidly increase the number of reviews, especially for beauty products, helping emerging brands to become competitive.
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Authenticity concerns remain: Heavy reliance on incentivized reviews raises questions about ethics and trust, raising red flags for savvy consumers.
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