| AN ARTICLE A DAY, PICKED BY OUR EDITORS | | | Ever seen a product you wanted—then second-guessed yourself after seeing a spate of one-star reviews, just as you were considering dropping it into your digital cart? Online ratings surged during the pandemic as consumers embraced e-commerce, and the voluminous word-of-mouth feedback has a big impact on what consumers buy today. Since even small improvements in consumer ratings and reviews can drive meaningful sales lifts, you’d be wise to watch them closely. Here are six steps to overcome hurdles and drive more impact by managing them rigorously. | | — Torea Frey, managing editor, Seattle | | | New research shows that small changes in star ratings can drive explosive growth for products—on the order of 30 to 200 percent depending on category. Driving those changes at scale requires a novel approach. | | | Subscribe to McKinsey’s new Daily Read newsletter to get our editors’ pick of one must-read article each weekday—and why it shouldn’t be missed. | | | Did you enjoy this newsletter? Forward it to colleagues and friends so they can subscribe too.
Was this issue forwarded to you? Sign up for it and sample our 40+ other free email subscriptions here. | | | This email contains information about McKinsey’s research, insights, services, or events. By opening our emails or clicking on links, you agree to our use of cookies and web tracking technology. For more information on how we use and protect your information, please review our privacy policy. | | You received this email because you subscribed to our Consumer & Retail alert list. | | | | Copyright © 2021 | McKinsey & Company, 3 World Trade Center, 175 Greenwich Street, New York, NY 10007 | | |
