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Introduction
Beko is the UK’s best selling home appliance brand. Despite high sales, it wanted to improve public brand awareness and quality perception.
To do this, it needed the weight of positive public opinion. Traditional advertising seemed like the answer, but would a blitz alone be enough to shift perception?
The challenge
Despite healthy sales, Beko felt it could improve brand awareness, and public perception of quality. It decided a transparent, honest method of presenting the positive aspects of its range was the way to cut through with its consumer base. To best change the perception of its brand, Beko decided to work with an independent partner to collect and display ratings and reviews on its website. Its research showed that the perception of quality is all about third party endorsement.
Beko also saw this as an opportunity to drive sales conversion and gain customer insight. It understood that implementing verified ratings and reviews brings more potential buyers and a greater level of trust. It also looked to strengthen customer engagement - offering opinions and ratings on product pages could reduce the need for shoppers to go elsewhere.
Gaining an increased insight into the sentiments of its customers was another factor for Beko. Collecting a large amount of ratings and reviews would allow it to measure customers’ concerns and gather feedback about its products. In a time of brand development, it was especially important for Beko to be aware of how customers felt its products could be improved, and what aspects people valued
The solution
Beko’s plan began with the implementation of Feefo’s Ratings and Reviews and Conversations products. Feefo’s proactive review collection methodology resulted in a large volume of reviews being collected for Beko’s range of products. Soon, Beko had access to a wealth of public opinion about its products. The Voice of the Customer content that was displayed on www.beko.co.uk gave customers plenty of rich reviews to interact with. Beko was happy with the results but knew it could further leverage this content to maximise its impact
“We wanted to make sure we worked with a company that was completely independent and where reviews are never incentivised, and therefore true and authentic.”
George Mead
Brand Marketing Manager, Beko
Beko launched a £6 million multichannel advertising campaign. Its aim was to significantly change public perception of its brand and drive sales. Openness and transparency were the cornerstones of this campaign, which features 9 out of 10 scores Feefo collected for some of its products. The substantial reach of this campaign, co-branded with Feefo, included TV, print and digital, as well as digital signage at Premier League football games.
The results
Beko closely monitored the results of its ratings and reviews solution and subsequent advertising campaign, and was very pleased. Since implementing Feefo Ratings and Reviews on its website, conversion uplift for people who read reviews has doubled compared to people who don’t read reviews.
From a product development perspective, Beko is now getting access to invaluable content in huge volumes - over 10,000 reviews for Beko products were collected by Feefo in the first three months. This information is shared directly with its research & development team, allowing it to constantly improve and enhance its products. with greater insight.
Image and quality perception issues have become a thing of the past - on the respected YouGov weekly brand tracker, Beko has scored its highest ever quality perception score as a result of this campaign
