GUEST COMMENT The power of reviews to boost sales, customer trust and retention

InternetRetailing
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In the modern retail landscape retailers need to fight harder to acquire and maintain their customers than ever before, writes Alicia Skubick, chief customer officer of Trustpilot.

Alicia Skubick, chief customer officer of Trustpilot

Not only are customers flooded with choice, they are also increasingly sceptical of brands’ own marketing efforts, and ‘tuned-out’ to traditional advertising. Against this backdrop, the power of customer reviews cannot be understated to help retailers attract and retain new customers. 

Retailers rely on brand trust and customer loyalty to sell their products. However, both of these crucial elements have been in steady decline over recent years; a trend that has been accelerated by the rapid growth of digital shopping. Gone are the days when consumers shopped with the same company year on year. In today’s digital-first environment, switching brands has never been easier – and one negative experience can mark the difference between a repeat sale and a customer lost forever. 

With trust in traditional advertising in decline, particularly amongst a younger audience, consumers are increasingly seeking third-party social proof to validate their purchasing decisions. Our own research, showed that authentic customer reviews and star ratings are now firmly established as a go-to source of information for the majority of shoppers*.

The digital equivalent of word-of-mouth, over three quarters (83%) of UK consumers agree a good Trustpilot score makes them more likely to buy from a brand, whilst an additional 82% report it would make them more likely to trust a brand*.

In addition to building trust, responding to customer reviews also provides retailers with a way of connecting with their customers and demonstrating the human side of their brand, which is so often missing in the increasingly digital world. Taking the time to respond to reviews allows retailers to show they value their customers and their business, helping to build trust and customer loyalty and, in turn, make customers more likely to return and recommend the brand to their peers. 

Reviews can also provide a valuable feedback loop, allowing retailers to understand their customers needs and expectations and to put measures in place to improve business operations in real time; in turn delivering a better customer experience. This now only allows businesses to generate greater customer loyalty and repeat custom, but also to save time and resource on dealing with customer service issues. In fact a new study conducted by Forrester Consulting on behalf of Trustpilot found that organisations that deployed Trustpilot saved 8,250 hours from reduced customer service escalations over three years**.

This is equally true for negative reviews. Whilst these can be a difficult pill for retailers to swallow, they can actually serve as incredibly powerful tools, giving brands the opportunity to both rectify the negative experience and learn from their customers how to avoid such experiences in the future. This can not only allow retailers to engage directly with the affected customer, but also to reassure other potential buyers that any issues would be quickly and thoroughly resolved.

Anyone viewing a brand’s reviews can assess whether that particular issue is likely to affect them and, if they’re satisfied with the response, they may even feel confident enough to make a purchase. What’s more, responding to a negative review acts a signal to other potential customers that a brand is a responsive and responsible one, that takes its customer experience seriously and is quick to act on feedback.,

Finally, reviews can act as a useful tool to allow customers to find answers to questions that may not be addressed on the brand’s website.. This is ever more important as the cost of living soars, and cash-strapped customers are more cautious and careful about where they part with their hard-earned money. Reading reviews from other customers can help provide reassurance that the item is right for them, and encourage a sale. 

In today’s retail environment, the voice of the customer is more powerful than ever. By fully embracing this changing dynamic, engaging in customer reviews and acting on feedback, can retailers build meaningful connections with customers, drive long-term brand loyalty and ultimately, improve their bottom line.

*Research commissioned by Trustpilot with London Research in 2024, surveying 1,000 UK consumers

**Findings based on a 2024 commissioned study, The Total Economic Impact™ Of Trustpilot, conducted by Forrester Consulting on behalf of Trustpilot. Results are for a composite organisation representative of interviewed customers.


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