March 19, 2008
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Today, a large number of online retailers and eCommerce sales managers can make it difficult for shoppers to
distinguish the honest ones from the not-so-honest...
Overall, the true reputation of an e-merchant can be particularly hard to identify or to measure accurately
for users who have no or very little experience in shopping online and don't really know who to trust.
Security experts say that the inherent risks of identity theft are growing everyday and that other security-related
threats have always been a major roadblock for online shoppers.
For many years now, eTailers have invested large sums of money to acquire their customers' trust. As could
be expected, there are some that correctly identified this need and turned it into an opportunity.
One such company is Comodo.
Internet security solutions provider Comodo has added to the range of its existing security solutions offering
a new product with the launch of UserTrust.
Similar in scope to other similar security products such as RatePoint, UserTrust is a feedback and rating
platform for eTailers and shoppers.
Judy Shapiro, vice president of marketing for Comodo says "overall, UserTrust provides a critical way for end
users to learn which e-merchants can be trusted to do what they say."
She added "while most people think of user feedback platform as a marketing tool, we think of it as an
authentication tool. That way, it delivers powerful conversion benefits to online merchants, while adding
a layer of security to customers."
Comodo says the platform offers merchants the technology to learn and grow from their customers, while
enabling users to make better purchasing decisions.
Comodo says collecting and managing consumer feedback
is an effective way for retailers to improve their reputation among customers, and as a security solution
provider the company is in a position to help merchants deploy that kind of system.
While the idea of a customer feedback program certainly isn't new, Comodo says UserTrust is distinguished
from services like RatePoint by its free-of-charge price tag.
Melih Abdulhayoglu, CEO and chief security architect of Comodo says "we get over 40,000 end users every day installing
our desktop applications. So it made perfect sense for Comodo, because we could connect online merchants with end
users at anytime."
The viral marketing approach to providing a consumer feedback platform enables online visitors to receive
trustworthy and objective information about e-merchants. Since there is no fee to join the program, UserTrust
can ensure there are no potential conflicts of interest among participating online business.
Hundreds of online businesses have already signed up for the service, says Abdulhayoglu.
The UserTrust platform is one of many initiatives Comodo plans on releasing to foster the relationship
between eTailers and end users, he adds.
While a free-to-join program would certainly remove the possibility of the fee guaranteeing some sort
of positive rating, the user-generated nature of the feedback would seem to have already addressed that problem.
Abdulhayoglu added "over the next twelve months, Comodo will be launching additional rating platforms for many
different industries.
"UserTrust is only the first stage. There is going to be many unique ways of utilizing the end user base and
successfully connecting them with online merchants," said Abdulhayoglu.
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Source: Comodo.
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