Lillian Vernon Pursues WOM with Customer Reviews
Customer reviews are a great way for consumers to learn about merchandise. They're also a great way for merchants to learn about consumers, which is exactly why catalog retailer Lillian Vernon has added tag-based customer reviews to its website.
In partnership with social merchandising company and WOMMA member company PowerReviews, Lillian Vernon debuted its new product review solution early this month. It includes searchable, keyword-intense reviews that are written by "Verified Buyers" to ensure they're accurate, honest, and useful.
The company says the reviews will help it gain valuable insight into both its products and its customers, all while building customer satisfaction and loyalty. "As a company, we learn what our customers like and how to improve our offerings. Customers in turn embrace the opportunity to interact with us as more than a purchaser because we have actively solicited their opinion and are responsive to it," says Kristen Montella, vice president of Lillian Vernon Online. "At its core, this is simply a 21st century take on the time-honored concept of 'word-of-mouth' as the best form of advertising."
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