Jena Domingue
March 14, 2016 | eCommerce | Jena Domingue

Encouraging dynamic customer feedback

Customer reviews greatly influence online wine sales. According to Econsultancy, 61 percent of shoppers read comments from other consumers before committing to a purchase. Sixty-three percent said they'd be more likely to buy from a site that provided reviews in the first place. Comedian Aziz Ansari even wrote jokes about his dependence on reviews as a consumer, detailing how he extensively researched product descriptions and dozens of customer reviews for something as simple as a toothbrush.

"A straightforward request is the simplest way to get reviews."

Unfortunately, getting that feedback isn't the easiest task in the world. Consumers generally keep their satisfaction to themselves, but requesting comments is a great way to promote engagement. Here are a few ways your wine store can encourage customer feedback:

Ask them
A straightforward request is the simplest way to get reviews. There should be a link or section for comments on every product's page within your store's website. There's no need to beg, but a convenient call-to-action button makes it clear you're open to customer's opinions.

Also, if a customer leaves a nice comment via email, phone or in person, ask if you can repeat their words on your website. Most online businesses have a page specifically for testimonials from valuable, satisfied customers.

Make reviews easy to write and easy to find
Shoppers hoping to leave feedback shouldn't have to jump through hoops to do so. Your call-to-action button can't be hidden within paragraphs of text, and your comment form should only ask for the basics like name, email and feedback. Likewise, once a review is written, it needs to be be published in an area easy for all to see.

Provide incentive
Since it's too costly to provide motivation for every review - especially if you hope to receive a lot - a periodic drawing keeps the number of prizes limited while still encouraging consumers. Many restaurants use this tactic, offering patrons who fill out a comment card the chance to win a free meal. Your wine store can offer a winery tour or some other exclusive incentive to gather feedback.

It's important for wine retailers to avoid outright buying good reviews. You should clearly explain the incentive is for the feedback itself and not the content within.

Asking for customers's opinions makes the experience even greater for wine enthusiasts. These consumers truly care about the product they've purchased, and they probably have a lot of thoughts regarding it. Requesting feedback gets them more engaged and involved with your brand, and displaying those reviews earns the trust of new online shoppers.



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