4 Reasons To Develop Your Wine Ratings
Product reviews are good for business. Reviews give your product a human level of interaction and are a powerful convincer for the savvy consumer. When’s the last time you bought something from Amazon and didn’t read at least the first couple of reviews?
By developing reviews for your wine, you’re attracting new customers, because reviews increase conversions. Here’s why:
1. 92% Of Consumers Trust Peer Reviews
It’s no secret that the success of many websites is attributed to peer reviews. Consumers have had to block out marketing noise for years now. Sites like Airbnb have exploded on the scene as people have made an untrustworthy concept (staying at a stranger’s house) into a brilliant travel alternative (non-hotel pricing with an authentic, local experience). Peer reviews that are honest and compelling builds trust in your brand. Over half of Millennials (consumers aged 18 to 34) trust the opinions of strangers online over those of friends and family. (Social Trends Report 2012).
2. They Make Your Products Credible
You think your wine is great. We bet your winemaker does, too. What makes your product credible is that other people like it enough to actually take the time to review it. It’s honest and posting reviews on your site show that you are confident in your wine. 84% of millennials say user-generated content has at least some influence on what they buy (compared to 70% of Boomers). (Bazaarvoice 2012).
3. Makes You Pay Attention To Your Biggest Fans
This is the classic example of give and take. People take the time to review your wine, so you should reward them with something. Thank them, give them a shout-out on social media, or email them a promo code. After all, 4.7% of your customers generate 100% of your social referrals. (Engage Sciences 2013).
4. Allows You To Handle Negative Reviews Like A Champ
Scared of getting negative reviews? Don’t be! Negative reviews actually make your wine reviews more credible. Consumers will take the bad with the good (as long as there’s more good than bad). Reevoo research has found that 68% of consumers trust reviews more when they see both good and bad scores, and shoppers who go out of their way to read bad reviews convert 67% more than the average consumer.
Be responsive to dissatisfied customers because 95% of dissatisfied customers will do business with a company again if their complaint is resolved quickly, according to TARP Worldwide. Think of a time when you’ve been unhappy with a product or service. Doesn’t great customer service usually leave you feeling better about the brand than you did originally? Responding to negative reviews can make dissatisfied customers connect with you and your winery on a whole new level.
Tips On Getting Product Reviews:
1. Offer Incentives
2. Send follow-up emails after purchases
3. Just ask!
Now, go get some reviews!
When you know your customer and prospect are online, ratings become yet another great way to get their feedback and engage. Sure it's public, but if you don't engage with your customers on your site, they'll still review your wine elsewhere and you'll be hard pressed to figure out where that conversation is taking place and what people are saying. This is the world we live in.
Our recommendation is to invite customers and even staff to rate your wines (people will know when you're pumping, so keep them real). Try to deploy a rating tool that actually provides meaningful information to both the customer and the winery, ideally one that breaks down the various aspects of the wine separately.
My guess is that we'll be seeing more and more consumers and wineries engage with ratings in the future. Like in any market sector, such as real state where realtor ratings were feared and resisted for years, wine world should follow, because that's where the consumer's head is at and expects.