Retail Observer

RETAILOBSERVER.COM JANUARY 2019 40 T he marketing mix for retailers is now more complex than it's ever been. The rise of digital, the evolution of television, plus circulars, direct mail, etc., have given dealers an endless array of channels to reach local consumers. The most successful dealers have found the right mix of media and messaging options for their market. But dealers too often forget about one of today's premium word-of-mouth media channels: online consumer reviews. In the past, the number of people with whom consumers could share their experience was limited to their immediate friends and family. Now, the consumer has a virtually limitless sphere of influence, thanks to Google, Facebook and Yelp. The research tells us that consumer reviews are continuing to gain influence. Their influence is even greater for high-ticket industries like furniture and bedding. Many consumers start shopping for furniture without a retailer of choice and with little familiarity with the available product lines. A 2018 survey by Nationwide Consumer Insights found that over 74% of consumers turn to the Internet as the first step in their shopping process, and that over 70% actively sought business reviews before choosing their first shopping stop. What are these savvy shoppers looking for? The research says that a store's overall star rating is the greatest influencer, and that the timeliness and tone of the review portfolio carry significant weight. In summary, consumers are depending on online reviews to judge what they can expect when shopping at the stores in their area that offer the products they're looking for. In the past five years, credible studies have revealed that over 70% of today's shoppers consider online customer reviews as trustworthy as recommend- ations from friends and family. Clearly, the message is that we need to take ownership of our online reviews. Will it be easy? No. Frankly, it's hard, but it's very, very rewarding. And the shared best practices of those who've enjoyed the greatest success offer us a clear roadmap to a win. First, it's critically important to understand that online reviews reflect the customer experiences your team is delivering. So an important key is to increase the number of customers who'll review your store, and to follow through by managing the most influential platforms. As I speak to retailers across the country, I'm often asked a simple question: "How do I get my customers to review my store?" Too often, our first instinct is to offer an incentive. Nothing wrong with giving my customer a little bonus for a great review, right? Wrong! Google, Facebook and Yelp all prohibit businesses from incentivizing reviews. And violating these policies can have dire consequences. Fortunately, incentives aren't necessary. The top two reasons consumers fail to leave reviews: 1. First, because they haven't been asked. What better way to let your customers know you value their input than to ask them to give us a review? 2. Second, many consumers believe the review process will be too time-consuming and complicated. But the three power portals have gone to great lengths to make review submissions faster and easier, so that consumers can now review your business in seconds. Your team will be the key to getting favorable reviews. Asking for reviews needs to become part of their process with every single consumer. What can they say? "It was a pleasure working with you. It would mean a lot to us if you'd take a moment to leave us a review online. Our owner/manager reads every single review, and it really helps us know if we're exceeding your expectations." That's all. Will every customer review your store? Of course not. But if one out of ten does, you'll very quickly assemble a great portfolio. Once the reviews start rolling in, it's time to manage your review portfolio–even the bad ones. Next month we'll explore some review management best practices that will make your efforts highly effective. Word-of-mouth advertising has always been powerful. And a single voice has greater influence today than ever before–so make sure to integrate online reviews as a key element of your marketing package. Michael Whitaker Furniture Trends THE FORGOTTEN NICHE IN YOUR MARKETING MIX RO Mike Whitaker, Nationwide Primemedia. Contact Mike at 678.306.4079 or mike@nationwideprimemedia.com

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