Effective Communication between Suppliers and Buyers
User Rating and Review System
Nowadays, more and more products are traded on Web and more and more people have the online purchasing habit. This is due to the rapid development of e-commerce. Over the time, it becomes common practice for online sellers to ensure their customers to express feedback and comments regarding their experience on their purchased products (1).
For AliExpress platform, the user rating and review systems are implementing a combination of both quantitative ratings and textual reviews on the aspect of products, services and so on. This can be classified as informal advertising method to promote and build reputation.
Guest Review
For the textual reviews, registered users which are those online customers will publish the product reviews, comments and feedbacks on retailer’s website based on their real observation during trading experience on the services and products offered by the platform (2).
Customers can share their views, preferences, or experiences with others. In the other hand, this is also an opportunities for firms to take advantage of word of mouth communication marketing. AliExpress can also have more understanding on customers’ thinking and feeling in order for them to do improvement.
Effective Communication between Suppliers and Buyers
User Rating and Review System
Nowadays, more and more products are traded on Web and more and more people have the online purchasing habit. This is due to the rapid development of e-commerce. Over the time, it becomes common practice for online sellers to ensure their customers to express feedback and comments regarding their experience on their purchased products (1).
For AliExpress platform, the user rating and review systems are implementing a combination of both quantitative ratings and textual reviews on the aspect of products, services and so on. This can be classified as informal advertising method to promote and build reputation.
Guest Review
For the textual reviews, registered users which are those online customers will publish the product reviews, comments and feedbacks on retailer’s website based on their real observation during trading experience on the services and products offered by the platform (2).
Customers can share their views, preferences, or experiences with others. In the other hand, this is also an opportunities for firms to take advantage of word of mouth communication marketing. AliExpress can also have more understanding on customers’ thinking and feeling in order for them to do improvement.
AliExpress Star Rating
For the rating systems, AliExpress uses the stars rating system, the more the star they give, the higher the compliment which indicates the better services and products quality offered by the platform.
AliExpress Social Networking
Besides the platform itself, AliExpress also allows customers to give comments and share experience through other social network sites such as its official Facebook page and Twitter page. Feedbacks help to minimize immoral or dishonest acts and make a transaction more transparent and reliable which are very vital for a business world.
Let’s take a look on How Alibaba utilizes the power of social networking to build closer relationship with customers?
Official Facebook and Twitter
For its official Facebook page, shoppers can leave feedback while the sellers can reply to their comments. If the customers faced any problem or enquiry, they can post their comments on the page to seek for further clarification from either AliExpress, sellers or other experienced buyers. Here also a platform for them to communicate, share and exchange of experience, opinions, and thoughts. This same goes to the official Twitter page.
AliExpress is committed to provide the Facebook community with valuable information about their platform, promotional offers and the latest updates. Nowadays, Facebook users are increasing and there are 1.65 billion people monthly use Facebook, up from 1.59 billion at the end of 2015. With the huge number of Facebook users, AliExpress can reach new customers; remain existing customers easily and effectively. Aliexpress may publicly post the news such as advertisement, new products launching and promotion events.
Furthermore, if you don’t want to publicly asking questions, AliExpress will respond to your questions in private through private message feature provided by Facebook. AliExpress and their team also encourage customer to leave comments, photos or videos on AliExpress Facebook page about their past shopping experience which may be a useful and helpful resource for other customers within the community. The good comments and positive feedback are important to bring the good name of company and gain a well-known reputation.
Obstacle:
As e-commerce is becoming more and more famous and change to new trend, people feel comfortable on internet, so more and more customer reviews that a product receives increases speedily. The number of reviews can be in hundreds or even thousands for popular merchandise. Potential consumers will have the increasing difficulties to view them to finalise an informed decision on whether to buy the product. It is troublesome and hardly for platform and partners to keep track and to monitor customer comments for further improvements. Since there are many supplier sites may sell the same goods and the manufacturer normally manufactures many types of similar products which will increase additional troublesome to platform.
Furthermore, some of the reviews are very lengthier and contain few points that related to the products received, it is time consuming for them to screen every single comments before the purchase decision made. If the person only reviews some of the feedbacks, the person might get biased. This might result in transaction failure.
References
- Hu, M., & Liu, B. (2004, August). Mining and summarizing customer reviews. In Proceedings of the tenth ACM SIGKDD international conference on Knowledge discovery and data mining (pp. 168-177). ACM.
- Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer's perspective. Advances in Economics and Business, 1(1), 1-5.
- Chen, P. Y., Dhanasobhon, S., & Smith, M. D. (2008). All reviews are not created equal: The disaggregate impact of reviews and reviewers at amazon.com.
- Clemons, E. K., Gao, G. G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of management information systems, 23(2), 149-171.
- AliExpress Facebook. (n.d.). Retrieved March 05, 2017, from https://www.facebook.com/AliExpress/
- AliExpress.Official (@AliExpress_EN). (n.d.). Retrieved March 05, 2017, from https://twitter.com/aliexpress_en?lang=en
- Yazdanifard, M. T. H. L. (2014). The review of Alibaba’s online business marketing strategies which navigate them to present success. Global Journal of Management And Business Research, 14(7).
No comments:
Post a Comment