According to the article release on Huffington Post, the rate of consumer purchase is determined by the strength of the crowd. Nowadays, most of the consumers rely on the crowd-sourced reviews to determined their trusts and decision on the final purchase. The reviews can be a personal review or opinions from a person whom you know. Many savvy brands like Fabletics are capitalizing on the consumer behavior shift, which is pegged on the review-centric marketing strategies. Since its introduction into the market, Fabletics has increased its revenue collection by 200%. According to the Corporate Marketing Officer, Shawn Gold, credits on the success of Fabletics should be given to the decision of embracing the strength of crowd.
Customer reviews can indirectly or directly drive increased loyalty, customer retention, and customer acquisition. For that reason, Fabletics has been encouraging the prominence that is exhibited by reviews and customer journey as well. Customers like reviews, and this is promoted by the digital lives. Evaluation of online reviews has become significant when it comes to the decision-making process. Furthermore, people normally research on the performance of various businesses before making the purchase decision. Also, survey study shows that more than 80% of consumers trust online reviews the same way they trust the personal recommendations from the people they know. Since the beginning of technological advancement, the statistic has been increasing yearly. However, trust sometimes turns out to be something that is low all the time. This is because consumers mistrust the traditional advertising and marketing methods even though they use them frequently.
Brands that experience great reviews exhibit greater power. They are considered to be genuine and authentic. As mentioned before, they result in increased revenue collection, improved search ranking, and capture of more customers. Therefore, online reviews should be included as part of your business strategies to handle the department of customer service.
About Kate Hudson
According to the President of Fabletics, Gregg Throgmartin, Kate Hudson is approachable, not serious, and has an active lifestyle. When the founders of Fabletics approached her for business partnership, Kate was greatly involved from the first day. She was hands-on with the processes involving reviewing of budgets and selection of the best strategy to use on the social media platforms. She also worked closely with the Fabletics team to ensure that the design of the brand they introducing to the market remain fresh. She even helped Fabletics with the observation of the number of sales the company makes on a weekly basis. The idea was to identify, which brand clothes were selling and, which ones were not.
Kate Hudson likes to work with authentic brands. She will not endorse anything that is not authentic. In that case, she concurs with Fabletics’ goal of having the best product in the market. However, it is hard to start out with great brands. At some point, you have to trash out some products because they possess poor qualities. Kate comprehends that communication should be a priority in every business organization. She ensured that Fabletics implemented a new information system and upgraded the department of customer service.