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

The ratings and reviews serve as strong forecasters of future demand, allowing Wine Enthusiast to increase, decrease or eliminate inventory of a particular product based on the reviews it receives.

Ironically, an overwhelming response of positive reviews actually can be a detriment, points out Darby Williams, vice president of marketing at PowerReviews. If they don’t see any negative reviews, consumers tend to become skeptical that the reviews are genuine. “Seeing cons is actually important and says, ‘OK, these are real people,’” he says. “Showing every negative review that’s relevant and doesn’t have inappropriate language is the best way to drive sales.”