Lauren Gordon is the Director of Ecommerce at Blueport Commerce. Leveraging her extensive digital knowledge and analytics expertise, Lauren works with our clients to drive ecommerce and store revenue through their retail websites on the Blueport Platform. Prior to joining Blueport, Lauren worked in the Strategy & Analysis group at DigitasLBi where she was responsible for measuring the effectiveness of online marketing campaigns for a Fortune 25 financial institution. Lauren has a MBA from the MIT Sloan School of Management and an undergraduate degree in Mathematics and Economics from Georgetown University.
There has been a huge shift in the furniture shopping process. With a wealth of information at their fingertips, shoppers have the ability to arm themselves with as much information as they need to make a purchase decision. And with a highly considered purchase, like furniture, customers are much more invested in the research phase of a purchase compared to smaller-ticket categories.
Reviews have become increasingly popular on retail sites across all categories, providing shoppers with a first-hand perspective on what they are buying and potential risks associated with their purchase. Shoppers—especially millennial shoppers—have come to expect product reviews when shopping online.
Despite the popularity, not all furniture retailers have been eager to jump on the reviews bandwagon. The inability to control reviews, a disproportionate number of reviews across products and a lack of positive reviews across their site have fueled retailers’ hesitation to showcase product reviews. Sensing this hesitation, we set out to understand how product reviews impact online revenue and whether or not the availability of product reviews offers as many benefits to retailers as it does shoppers.