In what it believes is a first of its kind in South Africa, TFG (The Foschini Goup) is pioneering a modern way to review products online by adding functionality that allows shoppers to upload photographs and video links of themselves and their purchases to an online gallery.
The tool not only allows customers to star rate and comment on a product, but also gives them a chance to take a selfie with a product and to post it to TFG online, sharing their views and their looks with shoppers just like them.
“By the shopper, for the shopper — we want our customers to talk to each other about products on our online stores,” says Robyn Cooke, head of TFG e-commerce. “Our customer review gallery offers a platform for shoppers to showcase their personal style, and provide helpful tips and offer insights to others.”
Explaining the motivation behind the introduction of online review functionality, Cooke referred to a 2017 Global Online Consumer Report which indicated that 55% of consumers consult online reviews and recommendations prior to purchasing a product online or in store.
“Respected trends researcher and analyst Nicola Cooper has also found that 65% of people rate a person similar to themselves as a credible spokesperson for brands,” says Cooke.
“Current research confirms that reviews are a pivitol factor in the consideration phase of a purchase, and shoppers are much more likely to trust a review from another shopper, than information supplied by a store.”
Customers can upload their own imagery as well as links to YouTube or Vimeo videos. The reviews will be moderated only to ensure nothing offensive or irrelevant is posted.