Consumers have always had the power to vote with their wallets and decide what they do and don’t buy. But in today’s online world, they have the power to not only influence what they buy but what others buy.
Empowered by the connectivity of social networks and the democratization of information, consumers are taking control of where, when, and how they engage with brands. This has effectively given consumers a role in the supply chain as they demand more personalized products and expect brands to adapt to their needs.
Now they have been given a voice, consumers are increasingly willing to share their opinions publicly and seek out what others have to say. In some categories, consumers are reluctant to make purchases without independent recommendations. This has not only disrupted the traditional purchasing process but puts additional pressure on brands, who need to ensure they bring to the market products that live up to their promises.
According to a report from the technology company PowerReviews, customer reviews have become the single most important factor when making purchasing decisions, ranking above other elements such as price and recommendations from family and friends.
How to make customer reviews work for your brand
One of the key benefits of reviews is that this feedback lets brands know whether a product is relevant to its audience and whether it’s better than its competitors’.
Although positive reviews can naturally benefit brands in enormous ways, negative product reviews can have drastic impacts. They can not only affect the sales of the product but can escalate to the point of harming the brand image as a whole.
That said, bad reviews also provide an opportunity to improve and show customers that the brand is actively listening and willing to bring improved products to the market that aligns with customers’ quality and safety expectations. Customer reviews can also help find niches in the market yet to be explored, based on what customers feel is missing in a product or would be nice to have.
Navigating the masses of online reviews and identifying real issues and their root causes to make valuable improvements is not always easy. It might require support from a third party who can assess and identify issues and establish the appropriate recommendations.
Turning negative reviews into positive outcomes
At API, we help our customers improve quality and safety at the product development stage to meet consumer expectations through a dedicated program that uses five steps to:
- help brands and retailers listen to and understand consumer feedback
- identify the causes of bad ratings
- establish recommendations for product improvements
What are the benefits for brands?
- Better and differentiated products
- Increased quality and safety
- Increased customer satisfaction
- Supplier empowerment
- Better budget allocation
Interested in finding out how API can help you bring better products to the market?
Brands and retailers can have relationships with a great number of suppliers, which can reach in the thousands for the bigger players. When the volume is that high, it can be difficult to think of individual suppliers as anything more than a transactional necessity for the manufacturing of hardline goods. But brands and retailers that see their suppliers this way may miss out on what their more reliable and advanced suppliers can offer them.
According to Precedence Research, the recycled polyester (rPET) market is expected to hit US$14.23 billion by 2030, driven by soaring demand for sustainable products from consumers, governments, and NGOs. The use of rPET in consumer goods is no longer a trend but a reality in many categories, including toys and furniture. What started with soft toys containing stuffing made from rPET is fast-evolving into other uses. Danish toy giant Lego has announced its first prototype bricks made of rPET from discarded bottles, and IKEA has launched a range of kitchen furniture with plastic films made out of recycled bottles. Many other furniture brands are producing products made from rPET, including chairs and stools, storage boxes, bathroom accessories, and more.
If we take a look at Targets mistake of launching the toddler sized Barbie SUV country-wide, the problem they faced was that their distribution centers were receiving inventory faster than they were distributing it to stores across the country. This meant that there were Target stores that had empty shelves with none of the promised items in store. They attributed this to inconsistencies between actual inventory and the computer records. A mistake like this will have cost millions in revenue loss, but also detrimental to both Target and Barbie. As a supply chain manager, it is up to you to ensure you suppliers and distribution centers operate on the same system to mitigate risks like this occurring.
A team that is led by someone who has a strong sense of leadership can drive the team towards the finish line in a successful manner and ensure that they are achieving the supply chain goals. A strong leader needs to be able to ensure that everyone is on track to achieving the goals as set out. They need to build confidence within the team.
The leader is also responsible for managing all relationships and removing any issues that may hinder the effective functioning of the team. Lastly, the team needs to see you in the trenches, alongside them, digging deep. This creates a sense of solidarity and unity with your team.
“Which business leaders do you look up to? Let me know in the comments below…”
Regular, daily reports are important for tracking team progress. The data collected and presented in your weekly meetings should align with your quality control plan and should make recommendations and adjustments where necessary. This will help you and your team understand what goals are on track to being achieved, what problems may need to be addressed and what things need a more strategic focus.
The more accurate and concise your reporting is, the more focused your quality team can be in fixing potential problems and even avoiding potential risks. If your supply chain key performance indicators are not aligned with all departments of your 
Creating a sense of trust and motivation within your team may sound too emotive for you, but everyone has a desire to be motivated. This creates a sense of ownership and a deeper sense of responsibility and control over their work.
Improved team trust leads to an energized team, an energized team can lead to procedural innovation within your 
Let’s take a dive into some of the historical trends with regards to global sourcing. A brief overview will provide us with why we keep up with these trends and what these trends mean for today. They underpin the way in which we currently view and conduct sourcing, so it is important to understand how sourcing has evolved.
In the early 60’s there was a great focus on purchasing although this was still a clerical based position, as we moved through to the 70’s there was an acknowledgement of the enormity of the task so it became its own department, a department solely focused on purchasing and all the procedures that go into that. As history goes, politics, the environment, and government affect every element of the economy and the manner in which it functions, shifts and changes.
The oil embargo in the late 70’s pushed the agenda of purchasing into the hands of businesses, this made purchasing in the 80’s take a more strategic look into quality, quantity, timing, reliability, and strategy. As I am sure you are aware, the 90’s was all about reducing costs, sometimes at the expense of quality. Although there was also a greater emphasis on developing long-term supplier relationships, with long-term contracts.
This era also birthed good supplier relationship management. The 
Global sourcing as a whole has made it essential for companies to improve their 
There is evidence that supply chains are often managed functionally with metrics, systems, and behaviors geared to managing the performance of a specific area. Whilst detailed functional knowledge and understanding are essential to delivering a quality product, a narrow view can lead to a potential misalignment of the different elements of the chain towards the end goal. Senior management needs to ensure that decisions which are taken at the top are not sub-optimised in the operational execution. In practical terms, this means a real transformation in how measurement systems are designed and implemented to ensure that there is a full understanding of how the business interlinks. Individual incentives and success need to be aligned for the achievement of overarching goals, not purely functional excellence.
Be clear – This may sound like an obvious basic principle, but it’s vital to make sure the ‘narrative’ of the information comes across so that it is understood easier and its relevance and context are clear. Use a brief headline, to sum up, the information being communicated and focus on the key aspects of the data as well as why it is important and how it can be used.
Retailers can protect themselves from potential supply chain interruptions or delays associated with suppliers’ human rights, labor, environmental, and governance practices by ensuring buying offices have effective compliance programs and robust management systems. Here are steps to manage risk:
Inaccurate data, existing systems infrastructure, and entrenched business practices are common barriers to the implementation of quality management systems. The importance of getting existing processes in line with 
Once you have done your best to involve all relevant parties in the quality assurance procedures, your next task is to keep your finger on the pulse.
Even if your quality assurance procedures seem to be working fine, and you have integrated QA and open channels of communication, you may still be falling behind.
Best practices are called that for a reason.
They are tried and tested and shown to improve the success of companies. However, they are always progressing, and so should you.
Do get complacent with what you have, or let hubris stand in the way of taking note of what works for others.
Seeing what works for those in a similar field may greatly improve your business, through incorporating useful ideas, tools, or 
All along I have emphasized that QA procedures are a team effort.
You do not have the time to meet with everyone, answer all emails, and be everywhere at once. You also desire time off.
The good news…
You do not need to do everything on your own!
You can pick your battles to optimize expenditure of time and money.
When you do not have the requisite expertise, hiring a 3rd party company may be the way to go.
This could free up time and some responsibility, allowing you to focus more on what you can manage. This will allow for all-round 
With these five (
