Sales are always affected by the power of the crowd. Customers check the crowd-sourced reviews before purchasing anything. The clients trust the reviews, especially if it is from someone they know. Great brands like Fabletics have noted this shift in consumer behavior and are capitalizing on the review-centric marketing strategies. Though it was launched in 2013, Fabletics has 1.2 million paying members and has grown by more than 200%. The company attributes this success to the use of consumer reviews.
Fabletics leveraged the prominence of reviews in the current customer journey and consequently powered a rapid growth. Client’s reviews can increase consumer acquisition and retention, as well as improve consumer loyalty. Today, most things are digitized, including shopping. People scrutinize businesses and their reviews before purchasing from them. Recent studies show that 84% of people trust and depend on online reviews.
In a study conducted by BrighLocal, 50 percent of customers in the survey said they research a business or read reviews at least once a month. 60 percent admitted that negative reviews would make them shun from buying a product, indicating that reputation is an impactful consumer consideration. Most prominent brands have a user review link on their websites. Most businesses with reviews on their websites have grown dramatically. A survey conducted by Vibes showed that 65 percent of in store-mobile searches were for more information about the product and reviews while 33 percent were to compare the prices of the item. This shows that consumers consider reviews more than pricing.
Genuine and authentic reviews improve the search ranking of a firm and boost its ranking, thus resulting in more revenue. Studies conducted by The Local SEO Guide and Moz showed that positive online reviews impact the brand’s search ranking. Brands with more reviews rank high in searches. Companies like Fabletics understand that the brand is not what the producer say it is, but what the users say.
When Adam Goldenberg and Don Ressler were searching for a partner to start the athleisure brand, Kate Hudson was the first person they thought of. She was a perfect representation of what they wanted the company to be. Kate is devoted to the company and follows up every close detail of the athleisure. Unlike many celebrities, Kate loves the brands she endorses. It’s common to spot her in Fabletics gear going to the gym or jogging with her family. New Fabletics consumers should take the Fabletics Lifestyle Quiz to get personalised services from the company.