With modern day customers relying heavily on the reviews left by other customers, the reviews have become controller of increased customer purchases, customer retention and improved loyalty. In their digital lifestyles, the people make their decision based on the information they acquire by crowdsourcing through reading online reviews. It was previously thought that most people do not trust the reviews, but a study by BrightLocal showed that 84% of the people are in confidence with them. Most of the interviewed customers revealed that they carried out online research on a business every month.
Many of the high profile brands have a user review feature on their website and those that did not have were continually adding this feature as it led to dramatic growth of the businesses. With great reviews, came more customers, which consequently led to an increase in income. Additionally, studies by the Local SEO Guide and Moz showed that positive online reviews increased the brand’s search ranking, which means there were more chances of the brand appearing in the top local search results.
Fabletics is leveraging the power of the crowd by integrating user reviews into the company’s product submissions and policies. This has a great effect because it increases the number of customers who continuously use the company.
Fabletics was founded in 2013 and since then the company has adhered to its mission of being a brand meant to empower. Pop star, Demi Lovato, expressed her love for the company because its efforts are funneled towards stirring women and empowering them to get to their best. The idea to start the company was born by the founders of the TechStyle Fashion Group, Adam Goldenberg and Don Ressler, who saw the need to have an athleisure brand that goes beyond the monotonous black and gray workout gear that every woman wore. The duo wanted to change that and thought Kate Hudson would be of help.
Since then, Kate has been involved in all the ins and outs of the company. She has been involved in the hands on jobs in designing and even setting for a social media strategy to reviewing budgets. Kate takes it upon herself to ensure that all designs are in good shape and there is a working customer service department to make clear communication. The success of the company can be attributed to her dedication and commitment as well as their approach to the business being driven by data. This allows them to serve the customers in good time.