Woolworths signs online reviews contract

Service intended to improve retailer's relationship with customers

Product reviews will appear on Woolworths' web site

Woolworths has signed a contract with Reevoo, an online publisher of customer reviews to collect and publish customer feedback on thousands of its products.

The new partnership will enable Woolworths to offer consumer reviews for multiple products including toys, household appliances, mobile phones, music, video and games.

'We actively listen to our customers and right now they are asking for more tools to help them make purchasing decisions. High on the list of requests is access to customer reviews,' said Mark Batty, online marketing manager at Woolworths.

'We believe that a web site should go beyond displaying products. It is about adding value to the customer’s shopping experience, which includes helping shoppers choose what to buy.'

Purchaser comments are playing a growing importance in retailers’ e-commerce strategies. By teaming up with Reevoo, Woolworths wants to position itself as a trusted brand that understands the importance of making genuine customer feedback available on its site.

The system will also provide valuable customer insight that will help Woolworths identify key issues and improve its offerings.

Reevoo will be responsible for collating and publishing reviews from confirmed Woolworths purchasers.

An initial six-month trial is to take place, which will allow Woolworths to determine the true power of customer reviews and realise the benefits they offer.