Sears has devised an interesting strategy for acquiring more product reviews on its website. The American retailer is encouraging shopper feedback – good or bad – through a new project called "Love/Hate: Share Your Thoughts, Send Some Love."

After consumers write a review, they will have the option to vote for one of four charities: The American Cancer Society, St. Jude Children's Research Hospital, World Vision and the World Wildlife Fund. The charity that receives the most votes will be awarded with a $100,000 donation.

"Customer opinions are important to us at Sears. Good or bad, we want to encourage our online community to share their thoughts on our products," said Adriana Llames, division vice president of social media marketing for Sears. "The Love/Hate project will help us continue our commitment to providing products our customers love while helping to further the work of their favorite charities."

With more customers using the web to research products before buying them, having a number of on-site reviews may help to win over purchases. Sears' new initiative may serve dual benefits, helping to generate reviews while also improving its brand reputation by donating to charity.

This entry was posted by Retail Pro on Monday, June 4th, 2012 at 10:28 am .