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Online reviews: Why they matter to your reputation and your bottom line

Wanted: online reviews

It used to be that if you wanted to get someone's opinion about a product, you'd call them up. These days, social media allows consumers to have easy access to providing feedback.
It used to be that if you wanted to get someone’s opinion about a product, you’d call them up. These days, social media allows consumers to have easy access to providing feedback.

So what’s a jeweller to do to get started? Ideally, you want reviews to occur naturally, but let’s face it—writing about your business after a great experience is probably not going to be the first thing on your customers’ minds. Here are ways to plant some seeds.

1) Consider adding the review request to your monthly e-blast or e-mailing one to new customers right after their purchase. Provide a direct link to the Facebook review area or Google Business page. If you’re not sure how to do this, check out Google My Business to get started. Consumers are more motivated to respond when the transaction has been recent. You could also print out some bag stuffers with the review links, but just realize that tactic requires the customer taking an extra step.

2) Got some great reviews already? Use them as testimonials on your store’s website banners and in traditional advertising efforts, such as your store literature. You could even place tiny cards in your jewellery cases, interspersed amongst pieces, with quotes from happy customers. With the potential for an online review, you and your employees will work hard to keep them positive and complimentary.

With technology comes sophistication and evolution. Reviews, glowing remarks, and scathing comments that were previously done on paper and sent privately are now online for the world to see. They are influential purchase drivers and business tools that are important to consumers; their applications and usage will continue to evolve with technological advances. The reality is they’re not a trend and will only become more and more relevant from here on out. Although you don’t need to dive into the pool of customer reviews, you can’t stand on the edge forever, either. Dip your foot before you’re in over your head. Learn to swim—the water feels good.

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Angie Ash is executive vice-president of Fruchtman Marketing, a full-service agency headquartered in Toledo, OH, Ҭrepresenting independent jewellers, jewellery manufacturers, jewellery designers, and trade organizations throughout the United States. She can be reached (800) 481-3520 or via www.fruchtman.com.

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