Since the company launched in 2015, Masumi Headwear have grown into a successful specialist headwear company based in Manchester, and sell to customers around the world. Owner Ali Nowroozi, used to work in the wig industry and was inspired to make more fashionable headwear for people with hair loss after realising the lack of stylish options there were available. There was an opportunity to provide fashionable, seasonal headwear, which would allow customers with hair loss to access more stylish hats, scarves, turbans, and wigs that suited their personal style.
Great products and great service aren’t enough to encourage people to buy; they need assurance that the product is good, and business trustworthy. Customer feedback is seen as more reliable when it is collected via an impartial third party.
- 96% of UK consumers read reviews before they purchase
- 70% of UK consumers who read reviews say they would trust reviews more if they knew they were from verified customers
- 79% of customers put as much weight on online reviews as they would on personal recommendations
When the customer is looking for products to use during emotionally difficult times such as fighting cancer, they need to be even more confident in their choice, and that they will receive good service if they need to arrange an exchange or refund. With brand trust and peer recommendation being so critical, it was clear that collecting feedback and sharing reviews would be necessary to build trust with customers. This means that reviews that come directly from people who have bought from the company, and used the products would be even more crucial.
The impact of customer feedback
At Feefo, we know the power that great customer feedback can have, but Masumi Headwear saw the impact for themselves. When they added reviews to their product pages in the US, customer orders increased immediately, and have grown by almost 80% since that time.
The team at Masumi Headwear actively engage with customers when they leave a review. Even a simple thank you message demonstrates that the business is trustworthy and values their customers – which is illustrated in our Consumer Benchmark report. A massive 97% of consumers are more likely to repeat purchase from a merchant that replies to reviews, which means the small amount of time it takes to reply is well worth the investment.
But it isn’t just consumers that rely on reviews to recognise whether a brand is worth their time and money; B2B customers do too. As a result of collecting and displaying customer feedback, Masumi found themselves working with NHS and Macmillan.
“We promote our Feefo reviews on our website and on our social media platforms, as well as on our banners, and website leaflets. We are very proud to have been awarded a Platinum Trusted Service Award in 2024, as we feel it rewards our efforts, and demonstrates to customers that we are a business they can trust.”
- Ali Nowroozi, Founder, Masumi Headwear
How customer feedback has informed the Masumi Headwear business
Masumi Headwear are happy to receive feedback that praises the quality of their products, how easy the website is to use, and so on. The team recognise that great reviews indicate that they are doing things well, but more importantly, it allows them to listen to customers and make positive changes to the business.
A great example of being able to make a change due to feedback was when a customer asked about a VAT change on the website. Cancer patients don't have to pay VAT on their wig purchases, and when a customer left feedback asking if this could be implemented on the Masumi Headwear website, they were able to do so immediately. Considering that this would be a way to make life easier for people at a particularly difficult time, this was a valuable insight.
On the rare occasion that the business received negative feedback, they have been able to identify it as being with their courier or postal service. To allow customers to receive customer service, they have made several communication channels available, including WhatsApp.
Masumi Headwear: The future
The team at Masumi Headwear have seen the benefit of collecting customer feedback with Feefo. With that in mind, they intend to continue to make improvements and refinements to their business by listening to their customers.
“Our manager at Feefo has been brilliant, and we can resolve any issue with them, from understanding our insights to integrating with our tech stack – the support that we have received has been outstanding.”
- Ali Nowroozi, Founder, Masumi Headwear
With the help of customer insights collected with Feefo, Masumi Headwear are certain to go from strength to strength for many years to come.
