Digital Marketing Statistics & Metrics

57% of Brand Loyalty Is Affected by the Retailer’s Ignorance of Negative Reviews in US, 2017 | NRF

E-Commerce & Retail | Global

63% of US shoppers said that they’ll write product reviews. Among those, 73% said that they were more likely to do so when they were satisfied. It means that highly satisfied customers are more likely to write reviews rather than when the experience was negative. But when consumers write negative reviews, more than half (57%) expect the brand to reply and 93% cited that their positive loyalty to the brand would be converted to be negatively impacted if the retailer didn’t reply.

Across all generations, Baby Boomers felt the most that retailers should reply to complaints or bad reviews.

57% of the Brand Loyalty is Affected by the Retailer's Ignorance for Negative Reviews | NRF

Infographic Shows That the Brand Loyalty Is Impacted With the Retailers’ Bad Reviews Ignorance.


Founded in 1991 and based in Washington, D.C., the National Retail Federation (NRF) is the world’s largest retail trade association. NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and also Internet retailers within the United States and over 45 countries around the whole world. As retail is the nation’s largest private-sector employer, it supports one in four the US. jobs and it contributes $2.6 trillion to the annual GDP.

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