Adding Gift Givers to Your Holiday 2017 Review Strategy
When brands and retailers think about review collection, they traditionally focus on generating this content from product owners, or end-users. This makes sense, since end-users will have the most experience with the given product. However, insights from gift givers are also extremely valuable for future shoppers, as well as brands and retailers.
According to the NRF, holiday retail sales are expected to increase between 3.6 and 4 percent in November and December 2017, compared to the same period last year. That means there’s around $678.75 billion up for grabs this holiday season, a large portion spent by consumers purchasing gifts for family and friends. If you’re not incorporating these gift givers into your review collection strategy, you’re missing out on a big opportunity to generate a ton of review content.
Read on to learn four tips for capturing feedback from gift givers this holiday season — and throughout the year.
Four Ways to Generate Reviews from Gift Givers During Holiday 2017
1. Reframe the Wording of Post Purchase Emails
At PowerReviews, we’ve found that more than 60% of reviews are written as the result of post purchase emails, so it’s essential that you send them. However, make sure the call-to-action in your emails is worded in a way that’ll allow you to collect feedback from both buyers and end users. Ask questions like “Why did you buy this product?” or “Who was this product purchased for?” to invite all types of consumers to provide their input.
2. Capture Feedback Immediately After Purchase
Include a section on your “Thank You” page that allows shoppers to provide feedback immediately after purchase. For example, ask the consumer why they purchased the product. This makes it easier for shoppers to provide feedback while they’re still in your ecosystem and allows you to display additional insights directly on the product page.
Also, consider asking for feedback on the consumer’s overall shopping experience by asking questions such as, “how was shopping with us?” Then, syndicate these Seller Ratings to Google to display star ratings in your Google ads.
3. Simplify the Collection Process
The easier it is for a gift giver to write a review, the more likely they are to do it. Make the content collection process simple and mobile-friendly. Give shoppers the ability to choose star ratings or answer a few quick questions instead of writing lengthy responses. If you use a tag-based review system, add “great gift” as an option for best uses.
4. Incorporate In-store Shoppers
Almost 90% of consumers will shop in-store this holiday season, according to research from PwC. Don’t miss out on an opportunity to collect reviews from these in-store shoppers. To generate feedback from this segment of customers, either tap into an existing rewards program or ask them to share their email addresses at the register. Then, send them a post purchase email asking them to provide feedback on their recent purchases. Consider offering an incentive, such as a coupon for a future purchase.
Wrapping Up
Reviews help future shoppers find the products that best fit their needs — and they help businesses identify areas to improve. This holiday season, make sure you’re generating as much feedback as possible by incorporating gift givers into your review strategy.
