Consumers today are more informed than ever before. This is due in part to the tremendous amount of UGC when it comes to product reviews. Shoppers often will spend time researching a product before they head to a brick-and-mortar store, or sometimes they'll do their research right in the store if they're looking at something on a whim. In both instances, consumer reviews play a large role in the decision-making process. Kimberly Ruthenbeck, director of web experience at Room & Board, explains several ways that her company uses reviews to its advantage.
Article written and video edited by media producer Brian Waters.