The challenge
With more than 250 stores across the UK, Salon Services offer a wide range of professional hair and beauty products exclusively to the beauty trade.
With the UK’s beauty industry booming and a growing number of salons choosing to purchase their cosmetics and salon equipment online, Salon Services needed a way to show customers that their products were trusted by fellow industry professionals. As part of their digital strategy, they wanted to implement a feedback platform on their website, which could help drive sales by creating more engaging product pages, while at the same time increasing consumer confidence in the Salon Services brand.
“We’re extremely impressed to see the impact Feefo reviews and insights has had on the business over the past year. Our customers clearly feel more confident about purchasing products that display real opinions of fellow shoppers. At Salon Services, we’re now using the insights we gain from every review to inform and drive improvements across the entire business.”
Nick Dover
eCommerce Performance Marketing Manager
The solution
Salon Services partnered with Feefo to start collecting customer reviews across a range of products. Thanks to Feefo’s easy-to-use feedback request forms, the reviews started flooding in.
It was a breeze for Salon Services to integrate the feedback they received into the relevant product pages on their website; and because Feefo only allows real reviews from genuine customers, shoppers could be safe in the knowledge that the opinions were a true reflection of the quality of products on offer. The more reviews displayed on the product page, the more confidence shoppers started to have in buying that product. It was important, however, that Salon Services were able to collect a range of reviews, both good and bad. As the reviews and star rating increased on each product page, so too did the conversions. Products with 4-4.9 stars saw 173% more sales than those without reviews.
The results
Since 2017, Salon Services has collected over 1,000 product and service reviews through Feefo, achieving an average rating of 4.2 stars.
As the number of reviews collected for each product increased, so too did the brand’s impressive conversion rate. Product pages with 20 or more reviews saw an incredible 334% increase in conversions compared to those without.
This increase in engagement carried over into sales. Spend on products containing reviews increased up to 294% thanks to the greater levels of insight available to customers when shopping through the Salon Services website. Customers were now more confident when choosing to buy as they were able to rely on the real opinions of fellow professionals to guide their decisions.
Interestingly, products with five stars saw a lower increase in product performance, demonstrating that consumers don’t necessarily believe a product can be flawless, and that a mix of reviews, both positive and negative, actually helps to increase consumer trust in your brand.
