'This Product Stinks!'

Your customers are telling friends  -- and strangers -- just what they think about their shopping experiences.

'Like never before, consumers are rating products, sharing in-store experiences and warning friends  -- and people they've never met or know little or nothing about-- away from retailers who wronged them. They're using the Internet and email loops to do it in real time, when their frustration or satisfaction is at its peak.

I bought a mattress only after reading scores of online reviews. I recently purchased wraps at Costco, after a friend emailed our "Moms of Kids Born in October 2004" loop, raving about them. (I replied, "Try the seafood-stuffed salmon!")

This particular loop is very shopping- and eating-oriented. We've shared retail horror stories, like the time I went through a McDonald's drive-through, didn't check my order until I was home, and unwrapped a bun, pickle, onions and catsup with no patty sandwiched in between. (Last week, a pox was placed on Pottery Barn Kid's online service by one mom.)

Another group of my friends -- email buddies for 12 years -- regularly complains about gasoline prices via our daily emails, typically talking about where we buy our gasoline, and why. Fast food items? We give send out our informal rating as we eat them at our desk. (Dairy Queen's turtle cones were a huge hit last summer.)

Apparently, I'm not the only person waxing eloquently online about the stress-reducing properties of dark chocolate M&Ms. According to new survey results by Deloitte & Touche USA LLP, almost two-thirds of shoppers read consumer-written product reviews on the Internet. Of these, more than 80 percent say their purchase decisions have been directly influenced by the reviews, either influencing them to buy a different product or confirming their original purchase intention. Plus, seven in 10 of those who read reviews share them with their friends, family or colleagues. (While percentages are higher for younger shoppers, every age group reported reading and acting on online reviews at significant rates.)

Wonder what the world is saying about you?

Barb Grondin Francella, senior editor, Convenience Store News

Comments

[Mehgan]

While I have not seen these email-based product reviews, I have definitely acted on online reviews. Whenever I try a new restaurant, I check out local reviews online beforehand.

While I can't say I've tried to research any c-store products, I know plenty of c-store products that I wish I had gotten some input on before purchasing (like Snapple's English Breakfast Black Teas -- I like unsweetened, but bitter is not my cup of tea).

And for some convenience retailers, they can get an ego boost from what people are saying online about them.

Wawa:
http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=86053052

Slurpee:
http://groups.myspace.com/index.cfm?fuseaction=groups.groupProfile&groupID=100024885&categoryID=0&Mytoken=2DAF108C-4422-48F6-85CE015CF9948C7645030941

QuikTrip:
http://forum.myspace.com/index.cfm?fuseaction=messageboard.viewThread&entryID=39612808&groupID=100039133&adTopicID=31&Mytoken=18F71CE8-D9A6-46FB-9DD5FCDEEB9B02BE258488056