Customer product reviews a waste of time

Shoppers rely heavily on customer product reviews when deciding a purchase, with recent research showing over three-quarters used ratings and reviews before buying.

But when so many of the entries are potentially fake and PR fluff do they bother?

It might be a review, but is there any insight?

The ongoing issue involving Trip Advisor is surely a warning. Ex-employees rubbishing their former employers in dire on-site reviews and their employers then retaliating with fake positive reviews highlights the serious weaknesses in such online feedback platforms.

There are examples of members of staff, journalists and marketing departments getting involved in posting reviews on many retailers’ websites. One culprit among the many is Boots, which asked its staff to populate its site with positive reviews with a concentration on specific categories – supposedly to ‘push’ these goods.

Another potenially questionable scenario involves that had 60+ reviews from one specific individual who had written extensive positive reports in perfect PR-like prose on a host of different products.

This could innocently be a lingerie-fixated crank with too much time on their hands. But cynically it is surely more likely to be somebody who has been paid to write these slick (or sickly) outpourings

Ed Lennox of online feedback forum Feefo (used by the likes of Fat Face, The White Company and Jack Wills) clearly has a product to flog but he is vociferous in his contempt for rival platforms that he reckons are effectively feeding the shopper duff information.

You don’t see enough of this with product reviews

“The retailer is initially being hoodwinked by the product review vendors and so ultimately is the customer. They [the vendors] are effectively selling blogs written by anybody and moderated by the site owner,” he argues.

Bad reviews are therefore vetoed or the negative element removed so they only read as positive spin. Lennox’s argument is that only people who have made a legitimate purchase should be able to leave a review on a retail site. And only those reviews that are clearly contentious or are legally questionable should be removed.

If these were the rules by which all platforms played then maybe the product reviews we all read might be just a little more interesting – and more importantly, honest.


  1. Nikki.alvey on November 16, 2010 at 11:14 am

    You make good points but is it technically possible to ensure that only genuine shopper reviews are posted? I ask as I truly don’t know!

    As a non “fluffy” PR professional I can honestly say that if I was asked by a client to write product reviews for their sites, I would have to turn down the work. It devalues the term review. Shock horror a PR with integrity and values 🙂

    Interesting blog though Glynn, thanks!

  2. Jack on November 17, 2010 at 3:16 pm

    It is quite sad to see that user-sourced information is being misused in this way. Presumably retailers would say that dissatisfied customers are far more likely to fill in an online form and that some comment is malicious or from crackpots. Allowing for this, it is still distasteful. How very brave of you to allow comments on your blog!

  3. Glynn Davis on November 23, 2010 at 2:00 pm

    Yes Nikki, it is technically possible to only allow comments from genuine shoppers (this is the USP of the product supplied by Feefo – hence my reference to them having goods to flog).
    Good to hear that you have integrity but so often as soon as hard cash is up for grabs then for most PRs, marketing personnel etc…it goes out of the window.