My mom likes clothes from Blair. And until Blair made the No. 5 spot on the third annual National Retail Federation/American Express Customer Service Survey, I never gave it much thought beyond that fact that Mother likes it.
I decided to investigate a little further because I was less familiar with Blair than with the four retailers who ranked ahead of it: No. 1, L. L. Bean; No. 2, Zappos.com; No. 3, Amazon.com; and No. 4, Overstock.com.
One thing I can say for Blair is that the company is consistent in sending out e-mails. I get several a week. Clicking on a few today, I quickly discovered one particularly compelling feature of the Blair Web site: customer reviews.
Yes, customer reviews are gaining in popularity, but the aspect that caught my attention at Blair is that top reviewed products are front and center on the home page. Even if you are not shopping for the products that get top reviews, their presence — along with their four or five blue ribbons — catches your attention and causes you to click.
In fact, I really like — and may buy — the head hugger pillow for $19.99.
Didn’t even know I needed one.