Case Study: Wine Enthusiast Shoots for the Stars With Ratings and Reviews

“It’s given us great insight into how people use our products,” he says. “And in many cases, it’s changed how we’ve marketed products. People will say, ‘I use it here, here and here.’”

Another benefit that Wine Enthusiast has enjoyed is improved inventory control. The company’s merchants now are judged not only on how well their product choices sell, but also on how they’re reviewed. And in the case of negative reviews — which only appear online — the merchant is tasked with fixing the product.