Independent retailers are being urged NOT to fear negative customer reviews.
With new evidence showing that embracing feedback – both good and bad – can drive significant business growth and improved customer relationships.
This vital topic was explored in the first episode of the second series of the British Independent Retailers Association(Bira) ‘High Street Matters’ podcast, “Building Trust – Why Customer Reviews Matter for Independent Retailer.
In this insightful episode, Alicia Skubick, Chief Customer Officer at Trustpilot, the world’s largest open customer feedback platform, joined Andrew Goodacre, CEO of Bira, in conversation with host Claire Leigh, a former shop owner.
Alicia said: “We talk about a bad review being the start of a better business because it gives you a chance to interact with your customers and look at how you can improve the service you offer.”
The episode revealed compelling examples of how customer feedback has transformed businesses.
Andrew shared how a wedding dress shop owner discovered through customer feedback that her changing area environment was putting people off. After simple improvements including music and better facilities, the business saw sales increase by 50%.
Similarly, a hardware business spotted a customer review mentioning frustration at buying a power tool for just one job. Andrew added: “This business picked up on that and now does small tool hire as a service. They saw that hire aspect of their business build and build.”
The discussion highlighted the unique advantages independent retailers have over larger chains in building customer relationships. Andrew said: “Independent retailers can really work on that relationship and be a bigger part within that community. That local knowledge and ability to connect with customers is a unique selling proposition that distinguishes the smaller shop from the large chain.”
Alicia shared that peer reviews significantly influence consumers’ purchasing decisions, with UK customers up to six times more likely to click an online advertisement with the Trustpilot logo and stars than the same ad without.*
Alicia advised retailers to start simple: “Make sure you’ve claimed your profile page on Trustpilot, make it customised to reflect your brand, then start automating the invites. Use QR codes or email – just get started asking for those reviews at the right moment in their journey.”
The episode provided practical guidance on encouraging reviews, responding to negative feedback professionally, and leveraging customer insights for business improvement, whilst emphasising that incentivising reviews with discounts violates platform policies and compromises authenticity.
To listen to the full episode and others in the series, search for ‘High Street Matters’ on your podcast platform.
