As more consumers head online to shop, Jasmine Fearnley, a solicitor in law firm Irwin Mitchell’s reputation management team, gives top tips for how retailers can handle negative online reviews in a digital age.
Since the start of the pandemic, the retail sector has been – and still is – having to cope with huge changes. Without warning and with little time to prepare, store closures meant that retailers were forced to shift focus to online sales and grow (or establish) their digital presence to adapt and survive.
This global acceleration towards ecommerce comes at a time when it is quicker and easier than ever before for customers to leave reviews of their experiences (both good and bad) on an ever-increasing number of online platforms. A report commissioned by review platform Trustpilot called The Critical Role of Reviews in Internet Trust, published on 27 February 2020, shows just how much influence that feedback has on the decisions of potential UK customers:
In 2021 and beyond, retailers’ online presence has never been more important. In this article, we explore what retailers can do to effectively manage their reputations when faced with negative online reviews.