SUMMARY: Eretailers' review and feedback sections have grown by nearly 25% since 2004. In fact, according to MarketingSherpa data, 58% of consumers prefer websites with peer-written product reviews.
But wait until you see how a grocery chain adopted Web 2.0 tactics and is getting user-generated content online like gangbusters. Now, ratings and reviews are everywhere: on store shelves, in product displays, on employee T-shirts and in ads in their monthly in-store magazine. Plus, what's "shelf talk"?