Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.

As many as 90 percent of shoppers report that user-generated content (UGC) influences their purchase decisions, according to a survey from TurnTo and Ipsos. The impact of UGC outranks all other forms of marketing, including:

  • Search engines (87 percent);
  • Promotional emails (79 percent);
  • Display ads (76 percent); and
  • Social media (63 percent).

With UGC having such a powerful effect on shopper influence, retailers must understand exactly how to leverage this content to maximize its effectiveness. Jim Davidson, director of research at TurnTo Networks, noted that online merchants should expand their use of…