Consumers Are Heard At Kmart

Excellent use of consumer reviews by Kmart.

Kmart announced this week that the retailer will begin using reviews of video games that are shared through their website within their own stores. If you are a lucky one, a snippet of your “constructive” and “brief” game review could be used on store shelves to help other consumers make the decision to purchase.

This is a great relationship builder that Kmart has implemented. Not only will they build a relationship within their online review community, they will build a relationship by giving store consumers an honest opinion for a new and future purchase.

What a stepping stone for rolling out into other departments where an honest consumer review can be incredibly valuable.

And yes, Kmart does have guidelines in place for how a review is chosen and states clearly on their website:

One thing to note: We’d like to feature your reviews on our shelves, but at this time, we will not be sending out free games for you to review.

Is this a positive move? Will other retailers follow Kmart?

Tags: 3Twenty5 Media, brand identity, consumer reviews, Kmart, relationship building, retailers