Bazaarvoice research highlights major fake reviews problem
72% of consumers feel the retail sector needs a new set of standards to combat fake reviews, according to research by Bazaarvoice involving 10,000 people across the US, UK, France, Germany and Australia.
These standards should stipulate that only verified customers are allowed to post reviews (43%), all products should be tried and tested by them before launch (38%) and that customer content should be reviewed on a daily basis to weed out fake reviews (34%).
In the UK, consumers feel an appropriate level of punishment for brands in breach of these standards would be 12% of overall revenue. “Among the top triggers that make consumers suspicious are multiple reviews with similar wording and an overwhelming number of very positive reviews, both of which are common for e-commerce sites,” says Joe Rohrlich, Chief Revenue Officer, Bazaarvoice.
“It is paramount that brands are reviewing customer content through technology-based and human moderation to account for the subtleties in one of the most challenging aspects of e-commerce.”
