Partners comment on the Reevoo Manifesto

Transcript

Protecting trust in consumer reviews

Richard Anson, Reevoo
My concern is that the allegation of fake reviews that we are seeing is damaging consumer trust in reviews. Reevoo have been very proactive: we are publishing a consumer manifesto together with our brand and retail partners which states that for every Reevoo review and piece of social content that the consumer sees, that review is always from a verified owner, a genuine verified owner. We publish the good and the bad, so we always publish positive and negative reviews and we haven't edited anything. What that is doing is bringing the trust right back into the heart of the consumer purchase journey.

Reassuring consumers with the Reevoo Manifesto

Richard Anson, Reevoo
To counteract the rise of fake reviews and certain sites not necessarily publishing all reviews good or bad, together with our partners we are publishing a consumer manifesto. The sole aim of this is to reassure consumers that wherever they see Reevoo reviews they know that they are always reading verified reviews from genuine owners; that we are publishing all reviews good or bad; and that wherever they see the Reevoo brand they can trust the content that they are reading.

Sean Emmett - Jessops
I think it is extremely important that customers can understand and trust that the review is independent and genuine. If they don't feel that, they're not going to attach any value to it, and for us, that's a wasted opportunity.

The importance of the manifesto to brands and retailers

Richard Anson, Reevoo
The manifesto is really important to brands and retailers because it’s effectively protecting them from allegations of fake reviews and manipulation. It's also letting consumers know they are going right on the front foot, that their consumers can trust all the content that is on their websites to help the consumer make the best decision possible for themselves.

Chris Scott, Toshiba
The Reevoo manifesto is vital to Toshiba in enforcing the ethical nature of our brand. We want to be aligned with a company that has independent and verified reviews, something that the Reevoo manifesto promises to do.

Social content best practice for brands

Richard Anson, Reevoo
Businesses need to stick to the core guidelines which are being published by the ASA of being honest and true. I would add that you need to make sure that all the content is verified – from verified users and owners; that you are publishing the good and the bad; and being transparent. Then actually there is very little risk for the brands and there is a real benefit for the consumers as well.

Esther Soto, Dixons
The Reevoo manifesto is important to Dixons and we’ve chosen to endorse it because we want to make sure our customers know we’re looking to give them the best advice and the best information possible. Part of giving them the best information is giving them independent information, not coming only from us.

Office of Fair Trading: consumer tools and trustmarks

Richard Anson, Reevoo
Reevoo's consumer manifesto absolutely supports the recent OFT guidelines and whitepaper around choice tools. One of their recommendations is for a trustmark so that, whenever the consumer sees it alongside social content, they know that content is genuine and verified. It's great to be one step ahead of the game.