Why You Should Be Grateful for Product Reviews This Thanksgiving

Some business owners have mixed feelings about product reviews. It might present a possible worry with picky customers posting less than flattering details about your products. Or it could present an opportunity to increase sales and improve customer loyalty by understanding where you succeed and fail.

While there are many things to be grateful for around Thanksgiving, as a retailer, product reviews should top your list. Considering 93% of users say online reviews impact their buying decisions and close to 50% of internet users post online reviews each month, this is clearly a resource people trust and use. Here we walk through how you can use product reviews to bolster your product information, win over new customers and improve existing customer loyalty.

1. Be thankful for your customers

We don’t have to tell you your customers are windows into the soul of your business. Although this sounds dramatic, no one understands your business’s customer experience better than your customers. You know your business machinations, but to be more successful, how customers perceive you is what counts.

Customer reviews are the gold mine of information you need to delve deeper into your shortcomings to be better at what you do. So, while ‘tis the season to be grateful for customers, it is also a reminder to leverage their insights to your advantage. Take their comments to heart and watch your business soar.

2. Product reviews: the good and the bad

There are two types of business owners: The first loves reviews and uses them to their advantage, while the second shies away from reviews in the fear customers will have nothing but bad things to say. However, we’re here to tell you even negative reviews can contain positives or upsides about your products and company.

It’s all about really listening to your customers to understand why they might have something less flattering to say.

For example, if you have poor product information, you’ll find more customers commenting on various disappointments.

‘It looked bigger in the picture.’

‘I didn’t realize it can’t be used in such and such way.’

‘I’m allergic to peanuts.’

The sky’s the limit with possible complaints if your product information fails to set customer expectations accurately. Using reviews to improve your customer service, website, policies, and product information enables your company to thrive.

Share your improvements with the people making the comments, and you are likely to gain back their trust.


3. Listen to your customers

Product reviews provide surprising insights about who your target audience is. You might have a target you market to right now, but certain products might attract a niche market or unexpected demographic you hadn’t considered. Their comments tell you why they are using specific products providing a new segment you can tap into. Also, they might bring product features to light you never considered as positive attributes. For example, say you sell camping gear.

Up until now, you’ve targeted the rugged outdoorsman who is all about rainproof, lightweight materials. However, through customer reviews, you find a lot of discussions about how great your gear looks. You just discovered a hipper demographic who loves the fact your camping gear is glamper-friendly. This higher-end target loves creating FOMO-worthy posts on social media and depends on your on-trend flannel to do so.

On the flip side, you might find people are less keen on a feature you found important, such as a special kind of clasp no one ever mentions.

You can downplay the less important points and up play the new attributes people love. In fact, you can even call out that segment with a line such as “And glampers love the rugged black and red plaid design that creates an attractive, upscale look to their campsite.”

Who knew?

4. Acting on your findings

Product reviews provide a reliable source to improve your product descriptions. When you review what people are saying through different marketplaces, you can rewrite your product descriptions to suit those specific customers based on the thoughts and comments they share. Using a product information system (PIM), you can segment your product descriptions to resonate with the different types of customers frequenting each marketplace.

You can leverage product reviews using feedback specific to these marketplaces to create a better sense of customer loyalty. You can also combine product reviews from other sources such as Google, Yahoo, Facebook or industry-specific review sites to share on your own website and product pages.

This feedback enables you to measure the level of satisfaction your customers share to create more meaningful customer experiences.