Ad Age writes:
..today the most important communication is not the marketing monologue but the dialogue that takes place among customers.
Amazon's per-customer sales
It’s also a major reason for Amazon’s success in growing sales per customer: Who hasn’t made an Amazon purchase based on another customer’s review or the “Customers who bought this also bought...” section? And it explains why a recent Shop.org survey found that 96% of retailers find ratings and reviews to be an effective tactic in lifting online sales.
Take the example of the people who went to the CompUSA site to buy an iPod Nano and then read in consumer reviews that the screen scratches easily. Did that put them off? No, it just prompted a huge majority to buy a case with their purchase. Saved Apple a few complaints and made more money on the sale for the retailer.
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