The dust has finally settled.
The biggest online sales event on the planet, Black Friday and Cyber Monday, collectively known as BFCM, is over. Owing to the pandemic and a lot of other factors, this year’s BFCM was record-breaking in all aspects, and many sellers were able to earn almost half their annual revenue during this period. Now since all the yearly targets are achieved, it’s time to relax, isn’t it?
Well, not quite.
Now Is Not The Time To Lean Back And Relax
In the world of eCommerce, you need to be proactive so that you will find new avenues to sell your product. And this period, just after the BFCM frenzy, is the best time to do it. The holiday season represents an opportunity for sellers to attract a wider pool of customers to their brand.
But if you look closely, these customers have a low Lifetime Value (LFV). It might be due to the fact that the majority of the holiday shoppers are one-time buyers who are looking to buy a gift for their loved ones.
However, these one-time buyers carry the endless potential to amp up your customer base; all you have to do is to convert them into your loyal customers. So how can you do that? The answer is by interacting with them. And one of the easiest ways to interact with customers is through online reviews.
Reviews and ratings are potent marketing tools that can help you build a long-term relationship with your customers. They help customers express their opinions about your products, and they are very candid in nature, which will draw more customers towards you.
If your online store has not integrated a reviews and ratings feature yet, now is the apt time to do it. In this post, we will help you understand how you can turn your BFCM success into reviews.
Send Out Authentic Review Requests
During the BFCM period and after it, the customer’s inbox will be flooded with transactional emails, abandoned cart emails, delivery status, review requests from sellers. There is a high probability that the customer will get irritated by this influx of emails. Therefore, you need to be extra careful when sending your review requests.
To overcome this problem, you must adopt a personalized approach to your review requests. Provide relevant content to the customer and add existing feedback on the product in your campaigns. In addition, it delivers an authentic feel and increases the CTRs while improving your customer engagement efficiently.
Look how Amazon uses the product image and a caption like “Your Opinion Matters” to give that personalized touch to their review requests. It comes with all the relevant information about the product, and the customers have an option to unsubscribe from review requests if they choose to do so.
Here is another example of a well-designed review request. British gifting retailer, Biscuiteers Baking Company, takes that extra effort to get reviews from their customers. They add reviews from other customers, generating a credible image.
Design Responses To Delayed Orders
With the increased number of orders during the BFCM event, there is a high chance for your delivery channels to get clogged. Also, the pandemic threat is refusing to go away, making delivery a difficult aspect to control. But this is the reality, and you have to take control of it. So if you happen to encounter delays in delivery, make sure to communicate them effectively to the customer.
Use custom templates that will give the customer an option to leave a review or contact customer support directly if needed. This approach shows accountability, and once the order is fulfilled, you can again ask the customer for a positive review. For example, look at the below customer reviews from an online seller that manufactures customized car mats. They take a proactive approach of keeping the customer informed at all stages of manufacture and delivery, and the customers were delighted about it.
Patience Is The Key
A lot of sales is bound to happen during BFCM. With the high number of sales, customer queries and concerns will automatically increase. And they are going to interact with you through the review section of your online store. When the customer reviews start pouring in, there will be good and bad feedback. It is quite natural to be overwhelmed by the number of reviews, but you should be patient when responding to them. And, when you start responding to reviews, more customers will feel like expressing their opinions.
Give more attention to the negative feedback and make sure to respond with care and consideration. Be professional and courteous, and take this opportunity to showcase your excellent customer service. It will help you build trust and boost customer loyalty, thereby increasing your brand value. The below snap is from Prezzybox, an online gift shop. Look how it deals with a negative review posted by a user.
You should also give consideration to the positive reviews. It is a chance for you to show the customers that you care for them and their opinions. Be patient and take that extra effort to respond to customer reviews. For example, look how Yappy.com, an online pet store responds to positive reviews.
Reviews are quite often the start of a great relationship with your buyers. By reaching out for reviews, you are showcasing that your brand is not only about marketing and promotion but it also cares about the customers. By boosting your review collection, you are gathering social proofs for your product and online store. You can use this user-generated content in all your future marketing activities.
If you had a successful BFCM period, take it as an opportunity to further grow your business. Use the foundation laid down by BFCM sales to grow your customer base. Ask your customers for their opinions using personalized review requests, prepare delayed order responses, and give consideration to both positive and negative feedback.
Vajro is also here to help. Let us tag along with your digital transformation journey this holiday season. We will deliver your dream mobile app within less than an hour. And, you can add and manage reviews seamlessly thanks to our plug-and-play integrations with platforms like Judge.me and Loox. Want to know more? Click here.