After a visit to a store or on an e-commerce site, It has become usual to receive a request for an opinion. But what is the impact of these consumer opinions on the trafficking in points of sale and on their performance ? In which sectors these opinions prove to be particularly important ? It is to these questions that the CUSTPLACE study answers, Customer collection and management platform, Carried out with 100,000 points of sale in France from April 2021 to April 2022.
Custplace is one of the only platforms with which Google My Business (now renamed Google Business Profile) signed a strategic partnership. Concretely, This means that CSTPLACE collects consumer opinions on behalf of its customers, authenticated them and then makes them visible in particular on the "establishment sheets" Google Business Profile of each point of sale. To measure the impact of these opinions, Custplace has studied the results obtained by 100,000 points of sale in the ten sectors* for which consumers leave the most opinion. For each sector, CUSTPLACE analyzed a series of performance indicators : Showing opinions advance the number of telephone calls, Website visits, or requests for routes to the point of sale ? Among the main lessons of this study : in total, Displaying consumer opinions increases all performance indicators (calls, Route requests, Website visits) 39 %, all sectors combined. This figure increased by 20 % in one year. The post-Pandemia context, and the fact for consumers to reconnect with points of sale, has further increased the impact of customer reviews.
Hotel-restaurant in mind
This impact is particularly important in three sectors : hotel- camping- restoration, DIY and food trade. In these three sectors, Establishing an opinion request strategy on Google My Business, exert an important impact. For the hotel and restaurant, performance increases in total by 50 % : The places displaying these opinions see in particular the requests for routes increase by 14 %, and visits to their 26 % website. It is almost as much as DIY : store websites record 25 % additional traffic thanks to reviews. "In these sectors where council, Reception and relationships play a major role, The consumer will identify with other customers, Pointe Nicolas Marette, Founder of Custplace. This is why he will favor places with many opinions, 5 to 20 ideally, and especially recent. »In third position of the businesses most affected by opinions is food trade : here again, The assessments left on the quality of a bakery or a wine merchant are decisive. For this type of trade, Performance increased by 46 % to the overall, including 25 % for itinerary requests. Other sectors, like the Bank-Assurance or the Planning of the House, will benefit differently from these opinions. For these activities encouraging consumers to learn or take out online services, The presence of Google Business Profile reviews increases traffic on the websites of brands, 15 % and 16 % respectively.
Generate traffic and optimize SEO
Aware of the growing importance of these opinions, Most networks have set up processes to regularly request comments from their customers. "In our 650 points of sale, Our staff ask each client to post an opinion after their visit to stores ”, explains Kevin Azeraf, Digital communication and marketing manager for Optical Center. Custplace then takes care of bringing these opinions together and making them visible where they have the most impact. Great to Custplace, We have been able to advance the number of opinions of 20 % in total over the past three years, Or 10,000 to 20,000 additional opinions per year. This allowed us to get in high back in local research results, And therefore to advance our traffic at points of sale. Having many and recent opinions is indeed essential, not only to attract visitors to its point of sale, but also to improve local referencing of each point of sale. To respond to a "nearby" request, Google will indeed bring up the premises displaying the greatest number of recent opinions as a priority. This proximity research, whose volume has increased by 900 % in two years, are of capital importance for traffic at a point of sale. First, because when they do this type of research, 92 % of consumers will choose a business that appears on the first page of the results. But also, Because 78 % of mobile research concerning a local business lead to a purchase.
End of customer satisfaction management
When a consumer left an opinion after a store stay, Custplace is not content to relay it on the platforms where he will have an impact : The platform can also sort these opinions by point of sale, and thus provide each store director from a clear vision of the feelings of its customers, and its evolution over time. "We can also offer networks a benchmark, comparing customer satisfaction in a point of sale compared to those of the same network, or compared to shops in the same geographical area, or finally compared to competitors in its sector of activity. Each point of sale director can thus finely control his performance, and improve it in real time ", specifies Nicolas Marette. Finally, CUSTPLACE makes it possible to combine local and national visibility : Reviews collected from points of sale, NF certified, are the property of the client brand. They are therefore relayed on the brand's website, allowing it to display a global satisfaction note and improve, here again, His SEO.
* The 10 sectors are : hotel – camping – restoration, bricolage – habitat – renovation, Optician and hearing aidist, food trade, ready to wear, automobile, furnishings and cooks, household appliances, banque – assurance, higher schools.
