User recommendations vital for selling luxury goods online
Consumers are increasingly looking for user recommendations they can trust when buying luxury goods online, according to a new poll.
Consumers are increasingly looking for user recommendations they can trust when buying luxury goods online, according to a new poll.
The figures, released today by online feedback specialists, Feefo, show 34% of consumers are looking for "visble, believable reviews" before being willing to make online purchases of luxury goods.
The research also revealed 61% of the 1,000 people surveyed planned to maintain their online spending in the coming year with 30% expecting to spend more in 2012 due to increased levels of levels of good service and confidence purchasing online.
Feefo managing director Andy Mabbutt said shoppers actively look for customer reviews regardless of how much they are spending, but particularly so when buying luxury goods. "It's all about reassurance - both of the product and the website you're buying it from," he said.
The survey of 1,000 premium customers was carried out by Leapfrogg, a specialist digital marketing agency.
Commercial director Ben Potter said: "Our survey highlights the need for even the most luxury of brands to include user generated content to build trust from a third party voice and increase conversion rates, as well as the SEO benefit this content adds."
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