Consumers seek dynamic forms of advice with interactive reviews
Implications - Understanding the importance of word-of-mouth exposure in an age of social media, many apps are offering the opportunity for consumers to share dynamic reviews and ratings. More than a written review, these apps allow for in-depth, interactive and crowdsourced methods of determining which product or service is right for consumers, indicating the continued importance of peer-to-peer feedback in purchasing decisions.
Workshop Question - How could you make the review process for your products or services more interactive for consumers?
Trend Themes
1. Interactive Reviews - Apps that offer interactive and crowdsourced methods of determining which product or service is right for consumers create opportunities for businesses to engage with their customers in a more dynamic way.
2. Product Review Social Platforms - Social networks that allow members to share product reviews in a stylistic and organized format and integrate with e-commerce platforms like Amazon provide new opportunities to promote and sell products.
3. Community-focused Book Review Platforms - Apps that bridge the gap between book clubs and review sites by creating a digital space for people with a shared love of reading to connect provide opportunities for authors and publishers to build a community and promote their books.
Industry Implications
1. E-commerce Platforms - Interactive reviews, product review social platforms, and community-focused book review platforms can provide new opportunities for e-commerce businesses to engage with customers, promote their products, and build a community.
2. Design Products - Platforms like Hurated, which provide product ratings curated by designers and other tastemakers, create opportunities for businesses that sell design products to connect with customers and gain exposure for their products.
3. Restaurant Industry - Restaurant recommendation extensions like Google Maps' that offer suggestions on eateries create opportunities for restaurants to increase exposure and attract new customers.
