Online reviews are important for businesses, because it could spell their success or demise. In our world today, people who are making purchases would sometimes leave a comment about the product they bought or the company who made it. Normally, people who are upset with the products they bought are the ones who are posting reviews, and it is bad for the company if more negative reviews accumulated. They would have to watch out their online reputation, because too much negative reviews would draw the customers away. What businesses have to do is to encourage their customers to leave a positive remark about their products so that positive reviews would outweigh the negative ones. This strategy is called the “power of the crowd”, which means building a positive online reputation through the help of individuals who trust the product.
Fabletics is one of those companies who are currently using the strategy for their advantage. The online retail company grew from being a startup when they were founded in 2013 to a multi-million dollar business. The company claims that it was the power of the crowd which helped them catapult to success. In the beginning, Fabletics ignored what the customers are saying about their products or the company as a whole. To check their current online reputation condition, what the Fabletics management does is that they are searching for their brand online, and they are being taken to third party review websites. They noticed that their customers are leaving positive reviews about their products, so they began conducting a research on how these reviews will affect their business. After the study concluded, they found out that online are leaving potential new customers with the impression of how good or bad a company is, and it will greatly affect a company’s performance. If the business has too many positive reviews, it should expect more customers to support their product; however, if the business garnered so much negative reviews, people will stay away from them. Fabletics also found out that online, people trust what strangers say, and they are considering the testaments from other people as an advice given by a close family member or a friend. This is the reason why it is very important to monitor the reviews being given by all of the customers, and immediate action is needed for negative reviews which can affect the business.
The results of the study prompted Fabletics to add a review option on their website, so that their customers can air out how their transaction went. They are encouraging their customers to write anything that they wanted, be it positive or negative. The current review for Fabletics online is positive, and the management expressed their gratitude towards their customers who keep on supporting them. According to Fabletics, the addition of a review option on their website and the positive reviews that they are getting online helped the company to grow exponentially. They are also expecting that more people will become Fabletics members in the future because of their exposure online.