How to Increase Customer Reviews
Word of mouth is a powerful marketing tool. And with so many online platforms available for customers to leave feedback, it’s important that shoppers are not only visiting your store location but that they’re also sharing personal experiences about it, too.
This will help improve brand awareness, as well as increase user-generated content.
WHY ARE REVIEWS SO IMPORTANT?
A good review may be just what a new customer needs to give your business a chance. On the other end of the spectrum, a bad review may be what’s keeping potential shoppers away.
Don’t believe us?
DID YOU KNOW that “…92% of buyers have accepted that negative reviews make them less likely to buy from a brand,” (Bright Local)? Pair this with the fact that 79% of customers trust online reviews as they would a recommendation from a friend. And 90% of customers will review a store’s online reviews before visiting its location.
WHAT THIS MEANS FOR YOUR BUSINESS
As a small business owner, you’ll need to actively monitor your marketing touchpoints (i.e. Facebook, Yelp, Google My Business Page, etc.) to understand what customers are saying about your business.
3 Clever Ways to Ask for Reviews
In this article, we’ll share a few tips on how to generate honest reviews from your customers, as well as how to handle negative feedback.
Send Them a Thank You
Sounds old school, but there’s nothing better than receiving a nice letter in the mail vs. a bill or spam. You may decide to start a campaign, where you’ll send a special thank you card to new shoppers who recently purchased an item from your retail store.
In your correspondence, be sure to thank the person for choosing your brand and supporting your small business. Remind customers that their loyalty makes a difference in your future, and maybe throw in a special coupon code for them to use the next time they visit your location.
Send Special Gifts to Loyal Members
If your store has a loyalty program, you might consider setting up a campaign to send members a special gift to thank them for their continued support.
During the pandemic, retail chains like Old Navy, for example, sent its card members work-from-home-inspired gifts, including a coffee container, screen cleaner, and other items to use as they transitioned from corporate office to home office.
Though a small gesture, this campaign was well received and left customers feeling appreciated and valued. Not only will this improve brand loyalty, but it also means your customers will have more good things to say about you.
Ask for a Review
It sounds simple, but during the checkout process, inspire your team to ask shoppers about their in-store experiences. If positive, ask them if they wouldn’t mind leaving a review.
Want to know a little secret?
Though you could mail thank you cards, send gifts, or even give customers the chance to be entered into an exclusive giveaway, the truth is, there’s only one “real” way to generate quality reviews: offer them a better customer experience.
“…customer experience plays a vital role in increasing a store’s sales. The better customer experience, the more sales,” (Small Business Trends). In fact 47% of customers admit that they’ll pay more if a shopping experience exceeds their expectations.
Although it’s not a bad idea to ask your customers to leave reviews, at the end of the day, if they enjoyed their shopping experience, they will do it on their own fruition. It’s estimated that 67% of customers will consider leaving your store a review if they had a positive experience.
HOW TO HANDLE NEGATIVE REVIEWS
If you receive a negative review, don’t panic. Everyone has an opinion and is entitled to it. The best thing you can do is read negative reviews and identify if there are any learning opportunities to come from them.
For instance, if a customer is claiming that your store is too cluttered or that inventory is unorganized, this is an opportunity to get your displays back in shape and make sure your employees are keeping your location clean, organized, and well-stocked when you’re not around.
The same can be said if a particular employee was rude to a customer. You’ll want to broach the subject with the employee to understand the situation from both perspectives. Next come up with a solution to make it right with the customer.
Most Importantly!
Remember to always respond to negative reviews. It might surprise you to learn this, but when customers see a brand’s response to a negative review, this can influence their decision to visit your store.
It’s estimated that over 75% of brands don’t respond to customer reviews, and this is a big problem. It demonstrates a lack of engagement. And in the case of a negative review, it shows little-to-no concern over a poor experience.
Responding to a negative review and striving to change a situation from bad to good shows potential customers that you care about each shopper’s experience.
And rest assured that customers can tell the difference between a customer who is being reasonable in his/her feedback, and one who has malicious intent. The best thing you can do is respond professionally and caringly.
The end result will be good reviews and more customers giving your store a try.
“Replying to customer reviews is associated with an increase in annual revenue for local businesses, particularly those who do so on a regular basis. Businesses that are more active in responding to customer reviews make more money, on average.”
WANT MORE RETAIL INSIGHTS?
Looking for more tips, trends, and retail news? Stay connected to our blog.