How to use user reviews as part of an omnichannel strategy?

Ole Martin Evensmo, initiator of Martech24.com and leader of the Springboard Martech network, invited the participants at OmniTalk 2022 to discuss how Norwegian retailers can use reviews to create major competitive advantages.

Here is a summary of the workshop with Ole Martin.

We have 3 forms of user reviews:

1. The customer receives an email/text message with questions about rating the product from 1-5 stars (product review)
2. The customer receives an email/text message with questions about rating the store experience from 1-5 stars (store review)
3. The customer receives an email/text message with questions about rating the online store experience from 1-5 stars (service review)

These three forms of user reviews provide large amounts of data, which can be used throughout the organization. Provided it is done correctly. The data set must be large, complete and based on verified buyers for you to be able to trust the data. If not, you get a useless data set.

How can product reviews revolutionize the way a retail chain works with products?

Product reviews help your customers make safe and sound purchasing decisions, while providing you with large amounts of data that can be used throughout your organization.

Here is an overview of how different parts of the organization can benefit from data from product reviews, and in this way revolutionize the way a retail chain works with products.

*Note that the list below is not exhaustive, but what we managed in a few hectic minutes.

How can an email revolutionize the way a chain manager measures all his physical stores?

By sending out an e-mail to customers asking them to rate the store experience from 1-5 stars after a purchase, both you as a chain manager and other parts of the organization can gain valuable insight into the customers’ shopping experience in store.

Here is an overview of what kind of insight you can get, how you can use this insight, and who in the organization can use the insight.

*Note that the list below is not exhaustive, but what we managed in a few hectic minutes.

do you want to know more? In the article “If Norwegian chains are to become as customer-oriented as Amazon, they must listen to those who decide“, Ole Martin explains how you can use the customers’ own experiences to implement a customer-oriented and data-driven business strategy – without large and risky investments.

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