Reevoo ensures user-generated content is genuine

A Reevoo product story

Edited by the Marketingweek Marketplace editorial team Oct 9, 2009

Reevoo has revealed that several consumer electronics brands will now only publish genuine customer reviews on their websites - both good and bad.

Hotpoint, Sharp and Toshiba have joined Brother, Cannon, Indesit, Kodak and Kaspersky as the most recent brands to partner with Reevoo to supply genuine customer reviews for their European e-commerce sites.

With ratings and reviews now the second most important site feature (behind search), customer reviews have become a focus for manufacturers.

Reviews are said to boost conversion rates on average by 10 per cent while engaging customers and building brand loyalty.

Manufacturers still face the challenge of providing an adequate volume of user-generated content to accompany their product data.

Recent cases of astroturfing and the posting of fake reviews have also highlighted the need for better control over the provenance and impartiality of customer reviews.

Reevoo collects reviews only from people who have purchased a product and publishes them, unedited, on manufacturers' sites.

Its process of sourcing customer reviews ensures that all reviews are from real people that have bought the product they are asked to review.

The company solicits feedback across Europe and publishes reviews in 26 languages.

When a shopper purchases an item from a Reevoo partner website, Reevoo sends a co-branded e-mail to the purchaser, inviting them to complete a questionnaire tailored to the product that they have purchased.

Purchasers click through to the questionnaire, share their experience of the product, and submit it to Reevoo.

Reevoo then vets the completed questionnaire and adds it to the pool of reviews of each product.

All reviews, whether positive or negative, are published.

Only reviews with inappropriate content are removed.

Reevoo retail partners will each display the '100 per cent real reviews' badge to assure consumers that all of the customer reviews on their sites are genuine.

Reevoo also aggregates all reviews across its network of partners, which results in retailers sharing hundreds of reviews across thousands of products.