Today, the power of the crowd is the greatest determinant of the consumer purchases. Unlike in the earlier years, customers are more lured to make their final purchase and trust on a brand or business by looking into the crowd-sourced reviews, which they view as equally important as a personal recommendation. Review-centric is no doubt one of the best working marketing strategies.
Fabletics, a women’s fashion online retailer, is one such brand that has adopted a review-centered marketing strategy. Ever since it was launched in 2013, it has had a tremendous growth of more than 200% and a revenue of over $235 million. It also has a paying membership of over a million. The Corporate Marketing Officer of Fabletics’ mother company, Techstyle Fashion Group, says that the brand’s success has been as a result of them embracing user reviews, which are a significant factor of the customer’s journey, today.
Impact of User reviews
In this digital era, online reviews really matter, when it comes to consumers making a final purchase decision. Often than not, people do a thorough research on a business and read user reviews to determine whether something is worth purchasing. According to a recent research conducted by BrightLocal, 84% of people find online reviews very trustworthy just like they do to a personal recommendation. Reviews have also influenced the frequency of use of a product with 60% of people failing to use a business due to negative reviews.
A study from Vibes also found out that 65% of people are more reliant on the product reviews over the product price, with only 33% comparing the product price.
According to studies by The Local SEO Guide and Moz, it is evident that positive reviews have a great impact on a product search ranking in Google as well as in various online marketing platforms such as Amazon, Target among others. Other than higher ranking, positive reviews, drive into a business more repeat customers as well as an increase in revenue.
Kate Hudson and Fabletics.
Though a common brand, Fabletics is almost inseparable with the famous actress Kate. Ever since the birth of Fabletics, Kate has been actively involved in almost everything from the budget review, designing, social medial marketing strategy, and sales. In fact, she makes a weekly review of the sales looking into what is selling and what is not. Fabletics president Gregg says that they could not think of a better partner than her. She would never go for something that’s not authentic and by this, she has helped in keeping the style alive and fresh.
Fabletics is very customer focused and always go for what customers want by looking into their direct opinions, thus responding to their tastes and circumstances.