In today’s digital landscape almost all brands have a digital presence, whether they have planned it or not. Requesting online reviews from customers is proving to give brands access to a host of opportunities. These include sharing positive experiences and the mining of data to create greater consumer understanding.

“Brands should be taking control of their online presence, and a highly effective way to do this is to ask customers for live online feedback,” says Ashleigh Wainstein, director of marketing technology firm Social Places, which assists multilocation and franchised shops with their local marketing strategies at store level. “Seven out of 10 consumers will leave feedback if they are asked to do so, and 80% of online reviews are positive, our research has shown,” she says...

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