A blockchain-based platform for incentivizing customer reviews in the grocery industry

Nowadays, user-generated content is pivotal for many companies: people trust other customers' opinions more than any brand advertisement. Brands are aware of this and try to promote and motivate their customers to create high-quality content. However, this way of operating is still at an early stage: there is a lack of fairness, as companies typically do not provide a validation system, or if they do, it is not based on a transparent solution, and often there is no reward for creating unique and high-quality content. In this paper, we focus on the problem of incentivizing the user's creation of content in the form of customer reviews in the online grocery industry. Specifically, we illustrate the solution to the problem devised in the Re-Taled project by relying on blockchain technology. We developed a decentralized ecosystem of consumers, influencers, and manufacturers, where content creators are rewarded for their contribution according to a framework that provides incentives in the form of both reputation and monetization. Blockchain technology is used to certify the content's authenticity and compensate content creators with a cryptographic token. We illustrate the technical choices of the solution together with its software architecture and implemented platform. In particular, we introduce the framework used to validate the trustworthiness of user-generated content and favor fairness and transparency within the platform.