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Thousands of sites offer opinions, reviews and comparative information for shoppers, and much of it -- like the reviews of products and merchants posted on sites like Epinions.com, BizRate.com and ConsumerReview.com -- comes from unpaid volunteers, the shoppers themselves.
Jim Prevor, the founder and editor of several trade publications for the food industry, wrote a lengthy post on his Perishable Pundit blog yesterday that, among other things, wonders why the agency offered so little useful information for shoppers: No consumer in the country and precious few produce clerks would have any idea if their cantaloupes came from a particular grower.
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"I think the most powerful thing a buyer can do is withhold the human element," wrote one visitor to the Women's Auto Corner, an online message board at Edmunds.com, a site that provides information for car shoppers.
Snapsort collects reviews, prices, and product information for online shoppers.
That's why I routinely lie about personal information when applying for shoppers' discount cards and the like.
The Federation of Small Businesses also said more information was needed for shoppers on what will happen.
Associates use these devices to access inventory for shoppers, provide product information, send coupons to loyal customers for products they like when those customers enter the store and even give personalized product recommendations.
But ratings are easily manipulated, and while they may provide (barely) enough information for the care home "shopper", they lack the power to provoke the learning and change we have seen result from honest, thoughtful stories of care.
As more companies begin to calculate that information, it should provide some comparative analysis for shoppers, Mr. Gadot said.
They make it easier for shoppers to cut through the information bombardment that rains down upon them.
With some further refinement, this offers the most promise for delivering price and tasting-note information to shoppers, as well as database-management tools for collectors.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com