Ratings & Reviews are must-haves to aid online and offline shopping as shoppers rely on the advice and first-hand experience of people they both know and don't know. Shoppers may fully intend to buy in a brick-and-mortar store, but they want to do their research online. And while they may trust the advice from their social network the most, they most certainly want to see what others have to say.
In my recent shopping, I came across two interesting facets of Ratings & Reviews.
First, at FutureShop.ca, any registered or guest visitor can post a rating for a product without an accompanying review. Should people be allowed to rate a product without stating some form of justification or elaboration? In the example below, 79 people have rated the Sony headphones for an average rating of 4.3 out of 5, but only 8 people have left an accompanying review.
Second, Amazon.com allows shoppers to rate products on attributes, not just overall. And furthermore, Amazon allows shoppers to suggest new attributes upon which to provide ratings and reviews.
Frustrated Shopper Suggestion: To make Ratings and Reviews more useful, make registered shoppers justify their rating. And its even better if reviews can be focused on a particular aspect of the product such as quality, comfort, durability, etc.
That's all for now. Gotta go shopping!