The purchase of a product gets highly determined by the power of the crowd. With the increasingly digital lives, people look up reviews on goods and services to make their final choice, a trend that is rapidly growing. With that knowledge, a review-centric marketing strategy would be prudent.
Fabletics is one brand with this awareness and leverages it. Through the user review technique, the brand has grown by over 200 percent with revenue in tunes of millions. The consumer reviews directly bring increased customer acquisition, improves their loyalty, and enhances customer retention for brands; 85% of a brand’s sales will come from repeat customers while the 17% of the new customers are referrals.
People often do research for business and about products before making a purchase. They read the reviews, and that determines what they will buy, and where or not they will buy. It gets referred to as crowdsourcing. A survey showed that 84 percent of people trust online reviews and consequently the brand. A negative review of the business, causes the company to lose customers as they turn away from it. A brands reputation is, therefore, one of the most impactful customer consideration; this is what the review-centric strategy preys.
Positive reviews make it more likely for a brand to appear in Google’s local and top organic search results. It makes such a name, with an online Google Seller rating 17 percent higher CTR than those advertisements without scores. This also attracts awards to the brand for its best review content which in turn draws attention to it, attracting more customers.
Additionally, reviews directly attract revenue. In the restaurant business, for example, a one-star increase in ratings can lead 5-9 percent increase in the income. Reviews create a great way of retaining customers. By addressing and incorporating the user reviews into policies and product offerings, the customers feeling valued and it increases the trust levels.
Fabletics is fixated on their customers. They actively collect, manage, and respond to nearly 30,000 online customer reviews. This ability to value user reviews and directly relate it to capturing new customers, as well as using these surveys to hone their products have seen Fabletics this far. For growth and improvement, it’s paramount that companies try and look at things through their eyes of the consumers; to know what they want, listen to their choice, taste, and circumstances. After all, products get established by the direct opinion of the customers.
Kate Hudson is the face of the Fabletics athleisure brand. From the day of its birth to the present date, she has been actively involved; reviewing budgets, endorsing strategies like the social media, ensuring designs stay fresh and monitoring the clothing sells. Her recent achievements, some that have seen Fabletics grow as rapidly as it has, have been; making communication a priority; upgrading their customer service department, and implementing new data systems. Kate is an authentic woman who will not undertake anything until she genuinely believes in it. Her latest launch of Fabletics’ first-ever collaboration with a pop superstar, is just one prove that she is an epitome greatness.