Ulta, one of our favorite retailers, is doing an exceptional job at harnessing the power of customer reviews.
After each store purchase with an Ulta rewards card, customers receive an email asking them to review purchased items. More importantly, the process is so easy that it makes customers want to help. Including a picture of the product(s) purchased and room for comments, the Ulta customer review process has been a hit thus far.
It’s a practice than many brands fail to capitalize on. And if you’re still asking why you should use customer reviews, here are three reasons why:
You want to move your products, right?
Word-of-mouth is one of the most powerful forms of marketing, ultimately resulting in increased sales. According to eMarketer, consumer reviews are nearly 12 times more trustworthy than descriptions that come from manufacturers. And from Econsultancy, 70% of consumers trust opinions of unknown users. If the ultimate goal of your marketing and pr efforts is to increase sales, then what are you waiting for?
Because they’re positive…
Approximately 80% of customer reviews are positive, receiving 4 or 5 stars out of 5. If the majority of your reviews are likely to be positive, then what do you have to lose? You only stand to gain from implementing a customer review process.
Need a little free market research?
Market research can cost an arm and a leg, so why not use the customer review process to learn more about the pros and cons of your products? After all, it’s free and your customers, who your products are designed to please, can tell you what they need better than anyone else. Reviews can provide valuable feedback/
If you’re still not convinced, maybe selling products isn’t your ultimate goal.