The advantages and drawbacks of customer reviews in websites
April 22, 2009
Before purchasing any goods or services it is advisable to study about them and there is no better place than website reviews. Here you will get to know more about the product, both positive and negative sides of it. On the other hand you can check details like its performance, availability and the purpose why it is designed. Those who are a regular reader of this review find them more informative. Sites such as price comparison and ‘shopping intelligence’ offer a guide to the product and service. One should consider if the websites are of the company’s as they may seem stressing on the company’s benefit rather than the customers benefit.
Payment for contributions
It is quiet often that the company organise sponsored review programs for which they offer prizes and payments and they satisfy two purposes. One is to merchandise a product among an interested group and to build interest and/or trust in a product or service. The other is to provide informative and non-biased details and information from a person already dealt with it. Such review websites are offering products of certain company publicity. Since the customers are writing these reviews for money they will be for the product. Websites offer customers with sufficient product information in order to suit their needs.
Customer in par with company
Review websites acts as promotional tool for the company well being and offers favourable comments for the product. Doing so, it enhances the customers trust in product and thereby enable in creating a positive sense. If such review sites are encouraged for company’s benefit by offering prizes it would be like pushing aside the customers focus.
Promotion of a product is made possible through price comparison sites and ‘shopping intelligence’ websites. It is true that these sites strengthen the relation between customer and company but will be forced to stress on the positive side of the product since they are being paid for it. Therefore when going through a review website one should regard the trust factor.
Easier online shopping
In order to get a balanced opinion one should get read more reviews. In short review websites make your online shopping lengthy than making it easy. However, it is important to do some research before actually buying them. Reviews can very well influence a buyer buy he should be able to reason and differentiate between the advertisements, sponsored reviews and ‘real’ customer feedback.
Beware of misleading advertisements and online shopping
April 19, 2009
Online sellers are very keen in selling their products and thus end up making modifications in the product details like their price and similar details. In spite of their legal obligation towards customers in providing required details they alter the details to their satisfaction. Thus the customers are put to a high risk and these deceptive commercials can lose the trust of the customers.
Regulatory board
All the laws and regulations with regard to trade descriptions and misleading advertising is controlled, reviewed and refined by the Department for Business, Enterprise and Regulatory Reform (BERR). In simple terms the shop keeper is liable to provide honest and legal information to the consumer and if not followed will be intervened and investigated.
Advertising Standards Authority scrutinises the seller’s action if they are based in the UK. Code of rules and regulations are put forward by the regulatory to screen these advertisements. They make sure that the costumers are not cheated by providing ambiguous pricing, making false pricing. The code so called as the British Code of Advertising, Sales Promotion and Direct Marketing is applicable for all non-broadcasting media.
The difference in the regulatory system from operating to a shop window advertising and online advertising is obvious. Content that applies in the websites of an advertiser is not applied by the system and ASA also does not apply the code to editorial content. If the content is from a British web site then it is subject to British law such as the Trade Descriptions Act, but if the complaints made regarding paid advertising campaigns, including commercial emails, pop-up advertisements and ‘banner ads’ which are sited on a third party’s website ASA will take over it.
If the customers are of high street or online are completely cosseted if they are subject to misleading advertising. According to the Law in the UK only goods that are as described, fit for purpose, and of satisfactory quality should be provided by sellers to the customers. One will have to refund or compensate if the traded goods does not match to that described as in the advertisements.
Pricing
In case the seller gives any misleading information about the goods and services it is considered to as a criminal offence. Details regarding the price and hidden costs should be included at least in the advertisement or must be made clear in written when buying the product.
What to do
In case you believe that the online advertising is misleading primarily make sure that the website is UK-based and contact the online retailer. Still if your complaint is not solved then contacting the UK government’s online consumer advice centre will be advisable. Otherwise complaining to the ASA, or giving a compliant or investigating is encouraged. You can inform Financial Services Authority through an online contact form if the financial service provider is using misleading advertising.
