Fabletics has grown astronomically because of its commitment to capitalizing on the recent phenomena of crowdsourcing. Consumers believe what other consumers tell them about a product or service far more than the company’s advertised claims. They want to know how the product performs and what complaints the user has before they buy. The information they gather from consumers like themselves is truly trusted, while arbitrary statements from advertisers are increasingly becoming more untrusted.
These consumer reviews also help ecommerce site rank higher in web searches. Review sites and apps are benefiting from the trend. Apps like SeekingAlpha, BrightLocal, Yelp and Trustpilot all report record growth and excellent retention rates for their users. Record reviews are being documented by the frequency of use.
The independent research firm, L2 determined that ecommerce sites like Target, Wal-Mart and Amazon rank higher in Web searches if they collect active reviews of the products they sell. They far exceed sites that do not post reviews of the products they sell. The more positive the reviews, the higher the ranking according to the Local SEO Guide and MOZ.
Fabletics may have taken its cue from Amazon, but however they gained the insight, using reviews, especially the positive ones elevates a company’s sales. It drives the rankings, it allows the acquisition of more customers and it increases sales. Any business with a good product should take advantage of the benefits garnered from posting real consumer reviews: repeat buys, consumer loyalty and greater return on the consumer’s investment.
The power of the crowd is determining who wins big. Today’s consumer trust reviews as much as they would the recommendation of a best friend. Fabletics has grown more than 200% since its inception in 2013 and much of that growth sits firmly on the shoulders of crowdsourcing, online reviews. Fabletics, like Amazon took advantage of the trend of marketing more successfully with reviews versus advertising.
The new norm is for people to live their lives with digital information guiding their decisions. Studies found that 84% of people prefer to get their recommendations from a review, not from advertising. Consumer trust is at an all time low when it comes to advertising by the maker of a product. The consumer is savvy enough to realize, it’s all about generating sales, not about giving them the facts. Fabletic’s reviews tell them if the product is a good quality, did it fit well, is it well made and the consumer is very obliging leading to great sales.