The Effects on Reviews During Lockdown
Many companies are concentrating on ‘Review’
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Welcome to the MOTIV Protocol! Today we are going to talk about ‘reviews’, which are important in many industries. With the increase in online shopping caused by COVID-19, the number of online review based purchases is also increasing because of the inability to directly check the products. In line with this, many companies are working hard to produce quality reviews. Please refer to the following guide for any changes.
Changes in the way companies deal with reviews
Several examples show what different companies think about reviews.
11st is an e-commerce company that launched the first e-commerce service to collect and display video reviews. When a 11st customer posts a video review of the product they purchase, it can be viewed on top of the product site. In the top tab, you can see at first glance everything from the latest video reviews to the top video reviews with the most likes.
Seven months after the launch of the service, the number of registered videos exceeded 250,000. The average number of views on the page is 7,300, but the average number of views for products with five star reviews registered is 74,000, more than 10 times higher.
From the beginning of 2020, Olive Young has expanded their review system to include purchases from their offline stores, which previously only included online purchases. According to Olive Young, the result of operating an integrated online/offline review service was more than 600,000 review contents accumulated every month on average.
The food industry has also stepped up its review service. CJ CheilJedang conducted a campaign to directly or indirectly experience premium meal kit brands. The process of cooking and eating was shared on Instagram with 23 members of influencers specialized in cooking and lifestyle, so that consumers can purchase the product after experiencing vivid reviews.
In addition to encouraging customers to actively post reviews, a growing number of retailers are adopting systems to enhance quality reviews for the purpose of increasing customer trust. CJ Olive Young introduced a review blind system in its online mall to block ‘fake reviews’.
The anonymous review system contains restrictions which filter out reviews that contain excessive repetition of characters or only special characters, illegal reviews that fall under defamation and copyright infringement, information irrelevant to the product and duplicate reviews. Lastly, fake reviews that have already been written are privately processed through regular monitoring.
One last example is Lotte successfully restricting the exposure of reviews, without notice, that contain non verified/false information, exaggeration, irrelevance, and are repeated. Gmarket and Auction also filters out images that are not related to the product or content unclear meaning
