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Offline Implications of Online Reviews

Though it comes as no surprise that online customer reviews affect online shoppers, it is noteworthy how online customer reviews also affect offline conversion. In a study by Avenue A | Razorfish’s “Digital Consumer Behavior Study,” 55% of the survey group reported checking other people’s opinions online. The study also showed that those who read positive online reviews were more likely to spend additional money than those who did not read the customer reviews.

In another study, by comScore and The Kelsey Group, the research took a look at consumers who ultimately pay for local services such as hotels, restaurants, etc. and found that 24 percent of them read online reviews before making their selection. Whether the purchase takes place online or offline, your online reputation continues to impact both major distribution channels. As a hotelier, it is increasingly important that you allow a credible forum for consumers to provide feedback.

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Article contributed by Kimberly Ehrlich, Milestone Internet Marketing, Inc.

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