Open for Suggestions?

As a journalist with 40 years under his belt, I find it difficult to argue against the First Amendment. But National Public Radio’s decision to shutter the public comment section on its website may be a teachable moment for retailers.

NPR, which is probably one of the most liberal media outlets in existence, is the latest in an increasing number of companies to delete comment and review sections which have become less and less valuable as a learning tool and discussion forum and more prevalent as a home for abusive, hateful speech and the army of internet trolls who cloak themselves in anonymity—and probably never shop your stores anyway!

There is simply mounting evidence from different quarters that comments, by and large, fail to produce any usable information or insights.

I’ve been a longtime proponent of retailers listening closely to customers. But posting virtually unvetted comments on your website is clearly problematic, and I have yet to meet anyone who has the time or willing to devote the resources to sort through the vulgarity.

Plenty of social media outlets are available for viewing customer comments without inviting them to your own site. Of course, you can still have a comment section and just keep responses inhouse. And some have suggested monetizing the section by having posters pay to comment. Probably not a good idea given the state of retail competition.

Maybe we should go low-tech and dust off the old suggestion box.