Ratings And Reviews: The Growing Importance Of Online Resources In The Buying Process

By Alan Clark, manager, Product Marketing, Xerox Europe

Remember the old days when you had to go to shops and showrooms to browse before you bought something? Remember how you usually visited a newsstand in order to purchase the buyers’ guide for that new car or washing machine? Well, now, thanks to the internet, and mobile devices, such activities are no longer essential; you can compare and contrast different products from your armchair, garden or bath! Ratings and Reviews: The Growing Importance of Online Resources in the Buying Process

Before I purchase a new book, I like to look at reviews on sites like Amazon.com. Simply put, I care about what other people think about the products I’m interested in – both ordinary consumers like me and the professional reviewers. According to the Corporate Executive Board Marketing Leadership Council, consumers complete 57 percent of their purchase decision-making process prior to engaging a supplier sales representative. Translation – digitally savvy consumers are educating themselves on products through ratings and reviews, online ads, articles and more and are forming opinions before ever contacting a sales person or setting foot in a showroom.

At Xerox, we know our customers are interested in reviews of our products too. That’s why we have our own ratings and reviews programme, so our customers can hear from their peers and industry professionals about the products they’re interested in. Every Xerox product that’s been reviewed includes a ratings and reviews tab on Xerox.com with insights from everyday users and professional testers. Here are just a few examples of some recent professional reviews:

BLI Pick Award              Xerox WorkCentre 7855, Outstanding 51 to 60 ppm A3 Colour MFP

BLI Pick Award              Xerox Phaser 7100, Outstanding Achievement in Energy Efficiency

EDP Award                   Xerox D95/D110/D125 copier/printer, Best Multifunctional Printer

PC Magazine, Greece    Xerox Phaser 6600, Editor’s Choice

Digitalic, Italy                Xerox Phaser 7100, Rated 5 out of 5

Trusted Reviews, UK     Xerox Phaser 3320, Rated 9 out of 10


Tell us, what ratings and reviews do you rely on to ensure you’re buying the best?


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