MarketingToolbox_DWM

Volume 13, Issue 2 - March 2012

Marketing Toolbox

Tell ‘Em What You Think
ODL Inc. wants to hear what customers think of its products. As such, the company launched a “Ratings & Reviews” feature on its website designed to allow customers and consumers to rate and review products directly online. The feature is available to homeowners and to distribution customers who have purchased, installed or sold any of ODL’s current products.

According to Sandra Harris, channel marketing manager, so far the majority of the reviews have been positive with ratings of 4 to 5 stars.

“Our retail Add-On Blinds and Shades are currently receiving most of the reviews, with tubular skylights coming in second,” says Harris. “After the review is on www.ODL.com for seven days, it is syndicated to our retail partner websites. Customers shopping on those sites are also able to learn more about ODL products prior to purchasing.”

She says their distribution customers are using the ratings and reviews as an opportunity to promote their businesses and share their expertise with potential customers who are deciding what products to purchase for their homes.

Harris says the information they receive from the new site will also be helpful with a number of areas, such as new product developments.

“Our Ratings & Reviews system allows us to gather information and report on customer reviews,” she says. “We regularly analyze the results to spot product improvement opportunities as well as gain insight into potential new product categories.”

And for other companies that may also be considering developing a similar rating/review tool, Harris offers some advice.

“It’s important to partner with a programming vendor who can work closely with your web provider or in-house IT department to fit the application to your website structure,” she says. “The vendor should also be able to provide ongoing marketing support to help you realize the full potential of the program and to reach as many customers as possible.”