Customer reviews at the service of your drive-to-store

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Does drive to store mean anything to you? Yes indeed, these are marketing techniques aimed at capturing online attention to attract consumers to the store.

Drive-to-store campaigns come in different formats such as kazakhstan mobile phone number list geolocalized advertising, presence management or direct marketing. Not to mention customer reviews which have gained momentum and have become an effective channel for generating traffic at points of sale .

Did you know that 90% of consumers are influenced by positive online reviews before making a purchase 1 ? And that 88% look for online reviews before choosing a local service 2 ? We understand the importance that customer reviews have on your turnover.

But then how can customer reviews develop your drive to store ? Answers below!

1. Build confidence to attract customers to the store
2. Demonstrate your ability to take complaints into account to improve your drive-to-store
3. Encourage travel to benefit from additional services at points of sale
Conclusion


trust customer reviews store traffic

1. Build confidence to attract customers to the store
For starters, customer reviews are your digital storefront. Just like a clean and attractive storefront, they reflect your brand image and professionalism.

With the development of ROPO (Research Online, Purchase Offline) behaviors, customer reviews now represent an important element to integrate into your drive to store strategy .

Pause. What is ROPO behavior again? It is simply the fact that consumers take the time to learn about you online before going to a physical establishment. They seek opinions from their peers on your products, your services, your staff, etc. What they want is to form an accurate opinion before making a decision. In fact, up to a third of prospects do not buy in a physical store without first consulting customer reviews 3 .

Your customer reviews therefore become very important for developing your drive to store because if the consumer is not convinced by what he reads, he will not come to your point of sale.

In the examples below, we can quickly identify the customer reviews that generate in-store traffic and those that are counterproductive.



negative customer reviewpositive customer review

Example of positive and negative customer reviews


If your customer reviews are numerous and mostly positive, your consumer feels confident and comes to meet you. Which therefore develops your drive-to-store!





response to negative customer reviews store traffic

2. Demonstrate your ability to take complaints into account to improve your drive-to-store
Avoiding negative customer reviews is almost impossible. Simply because sometimes they are unjustified, but also because no one is immune to mistakes. And it doesn't matter as long as they are not in the majority. A certain proportion of negative customer reviews reassures even consumers who find it suspicious if they are all positive.

What is important is to know how to manage negative comments so as not to penalize your drive to store . We can note that 95% of French Internet users who read customer reviews also consult the company's responses 4 .

Indeed, prospects look at how you respond to criticism, they seek to determine whether the bad customer review is founded or if it is the work of a complainer. In all cases, they look at how you respond to it. And depending on your reaction, they come or not to your establishment.

Let's take a first example, a person who complains at random and writes: " Restaurant supposedly very good but I didn't eat much because I had a stomach ache when I arrived ". Rating of 2 stars. Seriously 2 stars?! When it's not your fault! We can already feel the mustard rising to your nose and we understand you. But this is where the importance of good customer review management comes into play. You absolutely must keep in mind that Internet users will read your response. If you react professionally, or even with humor, you develop your likeability capital and therefore your drive to store . If you provide a justified but aggressive response, you repel future customers who were won over to your cause.


appropriate response customer reviews
Example of a suitable response to a negative customer review


Second example. This time the negative customer review concerns a defective product. Apologize and offer to return to the store to make an exchange. This shows your future customers that you take complaints into account and that you are professional. If you do not provide answers, you convey a bad image and penalize your traffic at points of sale .

Managing negative customer reviews must therefore be absolutely integrated into your drive to store strategy .



encourage store traffic customer reviews services

3. Encourage travel to benefit from additional services at points of sale
Your customer reviews also help attract customers to your store by highlighting services that they can only find by visiting your establishments.

For this, your consumers are your best ambassadors. They can cite your in-store services, additional promotions, advice, etc. A customer can write " Very friendly salesperson who gave me very good advice in choosing my new TV. In addition, I got a free Blu-ray player thanks to an offer in the store! " This comment promotes your drive to store because Internet users understand that there is real added value to come to your establishment.



customer reviews drive-to-store point of sale service

Example of a positive customer review highlighting the services of a point of sale


You can also promote your in-store services by highlighting them in your responses to customer reviews. For example, write: " We look forward to seeing you again. Don't hesitate to take advantage of the 10% discount valid in store for your birthday ."

All of these elements generate traffic in the store because the prospect understands that by going there they have a quality customer experience and additional services.

Finally, we emphasize that customer reviews represent 16% of your ranking in Google. And yes, just that. By improving your positioning in the SERP, your customer reviews increase your local visibility and therefore your drive to store .



Conclusion
Consumers rely heavily on customer reviews to form an opinion about your brand, your point of sale and your products. Your drive to store strategy must absolutely include a customer review management component to be effective.

Indeed, they give confidence to your future consumers, allow them to see how you take complaints into account and promote your additional services in store. It is this mix that encourages or not customers to move to your store and increases your drive to store .

To generate traffic at points of sale , Digitaleo offers you its local marketing platform which supports you in managing your customer reviews.