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
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.”
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