I don't know about you but I am always comparing products. Years ago the only valid "tester" of things we purchased was either word-of-mouth or CONSUMER REPORTS. If you were a camera nut, or auto fiend there were magazines that, and still today, give you their impressions of various models made both here and abroad. As with all things however, you had to trust the reviewer.
However, after a series of items, purchased on Consumer's recommendations, went south big time, I refused to continue my subscriptions anymore. Instead I would ask friends about items they bought or learned my lesson from bad purchases.
When Amazon came along and started their star system, 1 - 5 stars, that became a convenient place to check out any items you wanted to buy. Rather than read the 5 star reviews, I hunted down the 1 and 2 star reviews reading the complaints then deciding if I could live with the faults or not. After the review scandal where it was revealed people were paid to write good reviews, I again backed off. However, I was back soon figuring the lowest scores had valid truth and they were not paid for that review.
This week, in light of the Amazon made up PRIME holiday this July 15 - 16, I checked out a lot of things that I didn't need and did succumb to a few. I was also reading a copy of Consumer Reports and since I had had lousy luck with vacuums of any sort I was in the market yet again. Up to this point I've had the best luck with a $25 O'Cedar Robot that manages to collect at least most of my Labrador's hair. She is an unmitigated fur ball that has me vacuuming once or twice a day. And that's after brushing enough hair off her to fill a pillow! The stick cordless vacuum gets clogged all the time. I spend more time finding the clog than vacuuming.
Consumer's had a review or a variety of vacuums and one, an electric Dirt Devil got a high rating. They noted that it had a 26 ft. cord that had a retraction feature, a biggie for me, and was good on carpets and collecting dog hair.
Yet, when I looked up the same model on Amazon, it only had a 2 star rating and many complaints. I wondered, how could the same model tested in a lab and considered good be rated so poorly on Amazon? Then it dawned on me. Testing a product has a short time frame in which to measure. On Amazon, these aren't testers but users and they often have a much longer time frame when they use an item. It is their experience, the experience in the real world that gives a much better view of products.
Consumer's car reports have a longer time frame and continuing ratings on cars as they age. But that's all. Other items don't have that luxury of time and while they perform well in the short term, begin to fail as they age. Another-wards, what's good today may not be good tomorrow.
Amazon is not much better actually. The review process is tedious and ultimately boring. After you purchase something they will send an email asking you to rate the item or the purchase. You open the email and are supposed to click one to five stars. Then the screen changes and you are asked to sign in, give the review a headline and write not too few or too many words about the product. Even though they even identify you as a "verified client or purchaser" you have to prove that yes, you are you and by then, well, I give up. Why are they asking me all these questions? They know I purchased the item. Let me rate it and if necessary comment. While I understand some of the need, my time is valuable too and if I give it 3 stars I don't want to write a "report." It's middle of the road. "Enough" said.
Its common knowledge that bad news travels 10 times faster than good news. I was taught this as a Journalism - Marketing major in college. If I get a particularly terrible product you can be sure I'm going to comment. The same can be said for a tremendous product. Most things, however, are okay and don't deserve other than a 1 - 5 star rating. Who wants to spend an hour writing about their experience? I have enough to do maintaining my condo, dealing with the dog, cooking meals for myself, housecleaning, doctors appointment, and oh yes, finding time to be creative, not always succeeding. Amazon needs to streamline the process for the majority of their reviews. They know who I am. They know I am a "verified" purchaser. Will I continue to look at reviews? YES. Do I need to write WAR & PEACE for each and every item I purchase? NO!
The only way we can really know for sure which gives better or, shall we say, more accurate reviews, is to simply buy the product and see which review is more accurate. The one good thing about buying it on Amazon is that you can, within a certain number of days, return it. That process is thankfully simple though its often a hassle to find a UPS Store of FedEx store nearby or open when you happen to be in the area. The service center for UPS in Palm Springs closes for lunch around 2 to 3, usually when I am out and about.
As we become a more and more online shopping community, I think we are finding that the old ways of doing business don't work. As other retailers smarten up we are again seeing what was old becoming new again ... service. Real service not the made-up kind we deal with on the phone. However, success will be in the details and the execution. As I have said before, manufacturers will have to be much more attentive to their customers. You might have been able to sell shoddy products in the past, but not anyone, where just about everyone with a cell phone, can make comments that are available to everyone else. These comments can make or break companies, and do. If everyone gives a product 1 star and wishes it could be a -1 star, would you buy it?
Thank you for reading my blog. I invite you to take the time to read earlier blogs where my emphasis is to explore the ways art and design affects our daily lives ... and always has. I share with you what inspires me with the hope that it will inspire you as well. Comments are always welcomed!
Be sure to check my ETSY store ... KrugsStudio.etsy.com. I am adding many new and exciting, collectible birdhouses and craft items. Many of the items talked about here will be for sale there!
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