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BizReport : Ecommerce archives : May 05, 2016

How reviews from gift-givers can help brands

Reviews left by consumers who are using a brand's product day in and day out are important, there is no doubt about it. But, according to one expert, many brands are missing a crucial segment of reviewers: those who gift items to consumers. Here are three tips for brands to use gifters' reviews to their benefit.

by Kristina Knight

First, ask the right questions

"Post purchase emails should already be a large part of your rating and review strategy. In fact, data show that they account for up to 70% of consumer reviews. But because most post purchase emails request feedback on the product itself, gift-givers are often left out. To make sure you're capturing all shoppers, ask about their purchase motivation with questions like, "Why did you purchase this product?" or "Who was this purchase for?" Additionally, if you have a tag-based review system which allows users to use short tags for pros, cons and best uses, be sure to add "great gift" as an option," said Matt Parsons, Chief Customer Officer, PowerReviews.

Second, keep it simple

"Since gift givers can't provide in-depth reviews on the product's quality, allow them to leave quick, direct feedback, and keep your emails straightforward. Avoid including banners or other marketing offers that may be distracting. It's also important to make your reviews mobile-friendly for quick, on-the-go feedback," said Parsons.

Third, consider context

"Although a growing number of shoppers are purchasing online, don't forget that gift givers are still shopping in-store as well. Leverage your existing loyalty program database or consider asking for shoppers' emails at the register in exchange for incentives like sweepstakes and discounts to tap into your in-store shoppers, and always follow up if you don't receive an initial response, as gift-givers may forget to provide feedback the first time during hectic holiday shopping seasons," said Parsons.

Tags: ecommerce reviews, PowerReviews, review content, review strategy, reviews

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