Online reviews can be influential to a consumer as they usually look at them for verification of a product. Ratings can be seen as a heuristic as they are used as a shortcut to help a consumer decide if the product is right for them.
Companies can face issues when they receive poor ratings. If the company decides to take what the consumer says to heart and tries to fix themselves, they may receive a better reputation.
This can be seen with Domino's. For years the company was disliked by many for their "cardboard pizza". Their recipe has been disliked by many. Dozens of social media reviews were posted about the company warning others not to try the pizza.
Instead of closing up shop, Domino's decided to take the criticism and fix their recipe. It took them over a year as they took their time to ensure it would be well liked. They then hit the streets to surprise consumers who had posted poor comments about their business. Domino's brought the customers fresh pizzas and asked them if it tastes better. Most of them said yes and in the end, the video had millions of views.
Domino's took their mistakes and used them to show that their company is like a person, imperfect and always trying to become better. They made themselves relatable to many. After posting the video, their sales have gone up significantly and their positive word of mouth has increased.
A company can take advantage of online reviews if they listen to what their consumers want. They can use the reviews to help them learn more about what is needed to fix their product. In the end, reviews can ultimately determine whether or not some consumers purchase a product.
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Sources: https://www.inc.com/cynthia-than/dominos-admitted-their-pizza-tastes-like-cardboard-and-won-back-our-trust.html
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