Zalando have taken the unusual step of removing product reviews from their marketplace and replacing them with questionnaire type surveys based on the product information on the item detail pages.
Zalando have said that as few as 3% of customers leave a review anyway, and that the vast majority of products on their marketplace have zero reviews, suggesting that the feature was underused and really didn’t add much value to prospective buyers.
This not only removes a feature that wasn’t performing, but also takes away the risk of fake reviews that plague the industry and are increasingly being examined by regulators in countries around the world.
Zalando will retain feedback on sizing through customers size profile on whether a garment fits them or is on the large or small size.
It’s worth noting that Zalando have been working hard to increase size assurances with the introduction of a body measurement feature which has been found to reduce returns by as much as 10%, and a virtual fitting room with customers are able to create a 3D avatar by entering their height, weight, and gender to see how different sizes from various brands would fit them.
Customer on Zalando will no longer see product reviews on the marketplace, and will find the new surveys below the product information, where they are asked if the descriptions are helpful in determining whether or not to make a purchase.