There are many ways that customers can review businesses they have visited in the past – whether through written feedback or online surveys. Video is fast becoming a preferred channel for shoppers to share their thoughts and experiences with retailers.

Research by EXPO has revealed that many consumers are now preferring to view videos made by customers testing out products and analyzing them. Of the shoppers surveyed, 98 percent stated that user-generated video reviews have been helpful for them during the holiday season and their gift purchasing decisions.

"Shoppers are increasingly engaging with their favorite brands digitally, and we're finding that video can have a very powerful effect on how others perceive the brand or product," stated Jessica Thorpe, vice president of marketing at EXPO. "This research confirms that consumers are more receptive to the opinions of people who appear to be just like them than to more traditional marketing strategies, therefore it's a growing imperative for brands and manufacturers to leverage their customers' stories to tell their messages effectively."

Retailers should also make an effort to gather shopper reviews on their own so that they can improve their operations and offerings. National Clothesline writes that obtaining feedback effectively can be done by providing incentives and making surveys easy for customers, perhaps through email.