We all know that people and companies alike are not perfect, yet companies are hesitant to allow user reviews and comments because they want their image to be nothing but squeaky clean. Many retailers refuse to acknowledge that since the launch of Web 2.0 the point of the internet has been to allow users to interact with websites via comments, user reviews, and product ratings (which is why internet marketing has become interactive marketing…get it?).

The companies that have embraced this functionality have profited though. Target and Amazon were among the first online retailers to welcome interactive technology and aim for long-term return customers in lieu of immediate short term profits. The result: Online Retail Gold.

While they may lose a profit margin on a few bad products, consumers of these internet marketing dynamos know that they can go to these websites, get the skinny on the quality and  quirks of a product and receive a product that they are happy with. Another bonus – long-term study about consumer behavior patterns when presented with honest consumer data regarding products indicates that return rates are significantly lower when online shoppers buy knowing of product defects.

The lesson here: if your product or service is a good one and the majority of your customers are happy, allow your website to engage your customers and find out what they really think. You may just learn something that allows you to further your company’s success.