Pulse Legacy Archive September 2012 | Page 16

pulse points Useful facts and tips for spa professionals. Consumers Heavily Swayed by Online User Reviews R esearch by social commerce solutions provider, Reevoo, reports that more and more people consult online user reviews and their social circle’s recommendations before making purchase decisions. Of the 1,000 U.K. consumers surveyed, 88 percent say they “sometimes or always” consult reviews when making a purchase while 60 percent are likely to purchase from a website with customer reviews. Earn your prospects’ and customers’ trust by strategically targeting credible influencers among your target audience to tell your brand or product story on your behalf. Carefully monitor reviews about your spa, product or treatment on review websites like Yelp!, Epinions, Amazon, to name a few. Keep in mind that a single bad review could cost you multiple potential clients, so be quick to do damage control by immediately addressing the issue with your staff or implementing necessary changes within your spa in order to ensure a better customer service experience, product and online reviews in the future. The research further revealed that: 80% Of consumers use multiple channels to shop. Among the most popular channels are mobile and social networks. 67% Of consumers have concerns about the trustworthiness of reviews. With consumers becoming online savvy, some suspect positive reviews might be paid for and bad reviews might be hidden. 14 PULSE ■ September 2012