How to Best Use Reviews In-Store Displays to Make Purchasing Decisions
July 15, 2019
July 15, 2019
Since few companies have in-store displays for reviews, providing customer feedback will help you get ahead of your competition. Nevertheless, when you decide to post reviews, you must be smart, so follow these tips:
1. Attract Customers Attention to the Reviews
As in the case of the proverbial tree, if you display reviews in stores but no customer reads them, it will not help to improve sales. Amazon Four Star stores do a great job of getting customers to notice reviews – even the name of the store highlights the reviews!
Since many stores do not use the reviews, getting the attention of them makes your store stand out from the competition. In the same lines, the Ulta kiosks also attract customers to the in-store reviews.
Large kiosks look different from the rest of store aisles, ensuring that customers notice products with criticism. For in-store review displays to have an impact, you need to make the displays visible and remarkable.
2. Keep the contents of the Review Fresh & Up-to-Date
When you shop online, reviews of your products will be updated automatically. But for in-store reviews, updating revisions requires a little more thought. It does not do any good for your customers to see the obsolete comments left a few years ago.
In addition, when you start selling new products in your store, you will want to have updated reviews. Ensuring that revisions are current and up-to-date should be a priority for your in-store reviews.
One way to update your in-store reviews is to use tablet digital labeling, such as Amazon Four Star and now Walmart. This technology is relatively new and few stores have started to implement it, but are a simple way to automatically update store reviews.
Digital labels can be linked to the online PDP of products, thus maintaining star rankings in stores. If digital tags do not work for your store, it’s always helpful to make a conscious effort to update the physical scan screens.
However, if you rarely update product reviews, it may remind you that this product requires more testing, perhaps through a sampling campaign. For these reasons, it is important to manage and update store review screens.
3. Use Both Individual Reviews and Summarized
The publication of a total of reviews (the summary, such as “4.6 out of 5 stars, 1 132 comments”) is the most important part of posting your comments. Customers want to know both a general evaluation of the product and the number of people who have left notices.
In addition to the summary evaluation, the presentation of individual assessments is a great way to interact with your customers. Putting forward a basic article on “a good product, I liked it” will probably not have much impact.
However, posting a creative and fun commentary allows your customers to brag about your product. For example, Criquet Shirts presents this Masters-themed magazine on its website and could easily do the same thing in stores.
While online commenting is the same as e-commerce, few companies use the content of reviews in their physical stores. Some major retailers, such as Amazon and Ultimate, have made remarkable progress in posting notices in-store.
Other brands, including YETI, SPAM and Nordstrom, are also innovating in the way they share opinions. When using your in-store comments, it’s helpful to make comments on the center of attention. Likewise, it is important to update the review screens with your most recent content.
In addition to displaying the total cumulative reviews, highlighting a few specific stand-out reviews is a fun way to interact with your customers.
Overall, in-store displays are an exciting untapped area that retailers will increasingly benefit from over the next few years.
Anastasiya Yusupova works on the Renewals and Account Management team at Collect Reviews. She is always happy to grab a spot of coffee and chat about current art events, fashion or mountain hiking.