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Retail Technology, Retail technology News

Reviews grow Mower Magic’s sales

Wednesday October 10 2012

Independent customer feedback integration with e-commerce platform boosts advocacy and lifts sales

Independent customer feedback integration with e-commerce platform boosts advocacy and lifts sales


Online garden machinery supplier Mower Magic has taken advantage of the integration between customer feedback tool Feefo and its existing e-commerce platform.


The specialist retailer runs its systems using SellerDeck’s e-commerce services, which is why Mower Magic director, Jez Hall, heard about the Feefo service in the provider’s online forums.


Asking customers for feedback


However, he was unsure of how he could garner enough feedback to create an instant impact. “SellerDeck advised us to approach all customers who’d purchased from us over the last three months,” Hall said.


“The SellerDeck software automates the process, so we contacted more than 1,000 customers, asking them to comment on their experience. The response was amazing and in a few days we had feedback across much of the site,” he added.


The SellerDeck Feefo service provides a management system for feedback, giving customers and merchants the chance to communicate effectively to increase the chances of leaving the customer satisfied and boost conversion rates. The provider said customers integrating Feefo into their sites typically see a 10% lift in total orders.


Enhancing customer service and offering


Feefo already counts Fat Face, Lands' End and Charles Tyrwhitt among its clients. The company said customer feedback provided by the Feefo tool can not only help merchants hone their levels of customer service but get a better idea of what their customers are looking for too.


Ben Dyer, SellerDeck chief executive, commented: “Having feedback published alongside product information can make a massive difference to conversion rates on a merchant's website. Even if the feedback is negative, merchants can quickly act on it to improve their levels of customer service, increasing their chances of success over the longer term.


“And while merchants can approach Feefo directly in order to integrate the feedback system into their sites, they'll find SellerDeck's prices – a result of our bulk purchasing power – very competitive.”