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Joanne Grantz
 
September 1, 2015 | Customer Relationship Management (CRM) | Joanne Grantz

Strategies to integrate ratings and reviews into online channels

Ratings and reviews are an essential part of any business, especially online wine stores. Since wine drinkers are often unable to taste a wine or discuss a product with a professional in person before making an online purchase, ratings and reviews bring them closer to understanding the particular varietal they are purchasing.

As noted in one of our white papers, providing a place for customers to share their stories and experiences is essential to creating a great customer experience. Further, online reviews build trust. According to a study conducted by BrightLocal, 88 percent of consumers trust online reviews as much as personal recommendations. Here are four strategies for integrating online ratings and reviews into your winery's channels:

1. Add a reviews feature on product pages
It may seem like common sense, but many companies fail to incorporate ratings and reviews sections into their ecommerce sites. This seemingly small detail is crucial, though, because it provides shoppers with insight they can trust and valuable information to choose a wine that meets their tastes and preferences.

2. Leverage Facebook
Facebook brand pages feature a ratings and reviews section that is valuable for both brand awareness and an improved online wine shopping experience. TechCrunch reported that according to Facebook, the more reviews a Facebook page garners, the more eligible that page is to appear on the news feed. As our white paper on customer experience suggests, consider asking customers to post stories, reviews and photographs to your winery's Facebook page.

3. Proactively gather reviews
Ratings and reviews should also be a basic part of any winery's customer relationship management process. Contact customers directly after they shop online, receive their product or reach out to customer service. Make it easy for customers to rate their experiences, either directly through their email or immediately after a customer service inquiry. This process will you valuable data to improve the online shopping experience.

4. Reward customers for reviewing
Wineries can increase online wine sales by having more ratings and reviews across all of their channels. Rewarding customers for leaving reviews is a valuable investment. Offer customers tangible incentives such as discounted shipping or reduced prices on a future purchase.

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