User-generated reviews and social navigation are examples of the Internet providing an experience unavailable offline: aggregating the wisdom of the crowds. A few retailers who are leading the way in these areas are Zagat, Petco and Newegg.
The numbers are in, and user reviews of products have graduated from experiment to necessity. Consumers are relying on them to make buying decisions everywhere from consumer electronics to toys, and from food to beauty products. Moreover, shoppers aren't just checking the reviews to validate a purchase -- they're searching and browsing them to explore what to buy in the first place. As a result, reviews are evolving from window dressing on product detail pages into a central element in the online customer experience.
The rapid emergence of user review software providers like Bazaarvoice and PowerReviews has given online retailers of all sizes the ability to rapidly turn consumers into reviewers without the need for custom development. A handful of companies -- from review pioneer Zagat to multichannel giant Petco to online pure-play Newegg -- are pioneering new ways to leverage the flood of user-generated content to create a truly social user experience, differentiate themselves from competitors and boost revenue, as a result.
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