Are you making the most out of your reviews?
The importance of digital in the buying journey continues to grow, with the pandemic fuelling levels of growth in digital retailing we didn’t expect to see for a decade.
It’s perhaps no surprise to many reading this that the automotive industry saw a drastic digital transformation through the pandemic, driven by the necessity of restrictions. But as the pandemic eases we are still seeing buyers continue to opt for a digital car buying experience.
This means that buyers are making more informed decisions about what, and crucially, where they will buy their next car. To do this, buyers turn to reviews.
The importance of reviews
The importance of reviews cannot be overstated. A recent study by our reviews partner Feefo found that 97% of buyers read reviews before making a purchase.
Buyers want a positive and transparent experience both online and offline in order to feel confident in buying from you.
It’s your reviews that provide a window into your customer service that could sway the balance between securing a sale and just missing out. That’s why it’s crucial that you encourage all buyers to leave a review of your business, no matter what they have to say.
Nobody’s perfect – don’t fear the negative
Every retailer fears a negative review. But the reality is there will always be negative feedback at some point in your retailing journey. Buyers too expect this with Feefo finding that 26% of buyers actively seek negative reviews.
But, handled correctly this isn’t cause for concern. What really matters is how you tackle the negative review.
The key is to address the issue in an open and transparent manner, showing all who read your reviews how your business is there to help its customers.
In fact, it can often be the case that openly acknowledging and addressing a negative review can have a more positive impact than just receiving a positive review. Feefo found that 44% of buyers who left negative feedback but received a response would use the retailer again and that 40% would share their experience online.
Of course, this isn’t to say that you should always seek negative reviews and resolve them openly. It’s key to always strive for positive reviews and to see a negative review as an opportunity rather than a burden.
Make sure you are Highly Rated on Auto Trader in 2022
We know that customers want a transparent buying experience, and that trust is key. That’s why we have reviews visible to buyers on our marketplace and run our annual Highly Rated Awards.
These awards are given to those retailers who not only have great reviews but also adhere to best practices when it comes to managing their reviews.
Being Highly Rated on Auto Trader shows that you have demonstrated the key factors in being a trusted retailer.
To be Highly Rated on Auto Trader, retailers must have:
· An average overall rating of 4 star and above
· Enough reviews in proportion to the size of their Auto Trader forecourt
· Responded to reviews, including both positive and negative
In July, we will be announcing the retailers who are Highly Rated on Auto Trader in 2022. Those who are Highly Rated will receive digital assets on both full-page ads and Retailer Stores along with stickers to be displayed in dealerships.
Be sure to watch our Highly Rated 2022 teaser video below.