The Role of eCommerce Channels & Countries in Customer Reviews Analysis
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When a company has a massive data lake of consumer feedback records, it should try to maintain a clear distinction between eCommerce channels based on target countries, focusing on ensuring that product reviews are not shared across different markets. Most online channels have a unique localization in a country. For a few others, we see that the same channel is used in different countries by e-commerce (i.e., no localization).
At Wonderflow, for instance, our customer feedback analysts categorize channels by country and avoid sharing reviews across different countries. Exceptions occur when reviews significantly differ between countries. Our methodological approach ensures accurate consumer insights of specific geographical regions and minimizes review-sharing discrepancies for our partners and clients.
If you're interested in learning more about the role of eCommerce channels and countries in ratings and reviews analysis, read on! This would be most beneficial to data analysts and product developers within your organization because understanding the importance of reviews being correctly associated with their specific locations ultimately leads to a greater likelihood of data accuracy, thus improving product success and customer experiences.
Let's begin by considering the example of a channel operated by the renowned skincare brand The Ordinary: www.theordinary.com. Its main channel operates in numerous countries.
If you partner with a consumer insights solution like Wonderflow, you'd know we recommend categorizing channels by country, but in cases where reviews are shared across countries, we associate them with the country where the headquarters are located. For instance, if we have reviews for the same product page of theordinary.com, such as "Niacinamide 10% + Zinc 1% Serum" for the United States, "Niacinamide 10% + Zinc 1% Serum" for Italy, and "Niacinamide 10% + Zinc 1% Serum" for Congo, we would categorize it under the United States because the reviews are shared across countries.
Similarly, we apply the same principle to other multichannel platforms operating across multiple countries. For instance, let's consider extra.com, which primarily operates in Saudi Arabia. By examining their product pages for the "Huawei Band 8 Smart Watch - Ultra Thin Design Silicone Strap (Black)", available in Saudi Arabia (ar-sa), Oman (ar-om), and Bahrain (ar-bh), we categorize it under Saudi Arabia (ar-sa) as the reviews are shared.
Now, let us explore another example involving noon.com, another prominent e-commerce platform in Saudi Arabia. Taking the product "PlayStation 5 Console - Disc Version with Controller", we note that it is available on noon.com in the United Arab Emirates (uae-en), Saudi Arabia (saudi-en), and Egypt (egypt-en). Similar to previous cases, as the reviews for this product are shared, we categorize it under Saudi Arabia (saudi-en).
It is worth mentioning that there are exceptions to this general rule. In situations where product reviews differ significantly from one country to another, the right consumer sentiment technology should allow your business to associate the product with the respective country dynamically.
For instance, let's consider clasohlson.com, an e-commerce channel operating in countries like Norway (NO), Finland (FI), and Sweden (SE). Given a product like the "SmartStore Home Storage Box with Lid," which has distinct reviews for each country, we categorize it dynamically based on country-specific reviews, such as Norway (NO), Finland (FI), or Sweden (SE).
Organizations collecting massive amounts of consumer reviews should prioritize maintaining brand integrity and data accuracy by categorizing channels based on countries and ensuring that reviews are appropriately associated with their respective locations. By following this approach, your business will make better decisions using reliable and region-specific customer insights.
If you're interested, or remotely considering, partnering with a voice of the customer leader like Wonderflow, feel free to reach out. We're happy to show you a glimpse of our proprietary data lake of indexed reviews backed by global brands across industries.
