Customer reviews aren’t just important for online retailers. In fact customer ratings and reviews can play a promising role for companies looking to launch a successful business-to-business e-commerce site or improve an existing one. That’s a key insight Keith Haig, global digital marketing leader for 3M Co., told attendees last week at Internet Retailer Conference & Exhibition in Chicago.
Speaking during the IRCE session “The B2B opportunity: Have you thought this through?” Haig told attendees that 3M, which operates as many as 14 different B2B e-commerce sites for its various divisions, has been using customer ratings and reviews since 2012. Haig said that on business e-commerce sites such as 3MESPE.com, which sells some 2,000 products to dental offices, product pages that have ratings and reviews generate conversion rates that are five times bigger than pages without customer comment. “Reviews build trust with customers,” Haig told attendees.
Read the full article here.