Retailers should not be afraid of publishing negative consumer reviews online, according to Kiddicare chief executive Scott Weavers-Wright.
Weavers Wright told delegates at Retail Week Live 2013 that Kiddicare had allowed consumers to post one star reviews from the start of the business adding that if retailers are brave enough to populate their websites with mixed reviews they will reap the rewards.
He said: “The reality is that customers don’t believe five star reviews. People like to see a mix and for that reason we don’t moderate reviews.”
Weavers Wright added that such transparency was vital in building consumer trust. “We have always put the customer at the heart of what we do and we always will. We’ve been taught by our customers that if we fail them they’ll go on our website and give us a good pounding,” he said.
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