EVERYBODY'S TALKING
AN ANALYSIS OF YOUR TRUSTPILOT REVIEWS
GLOSSYBOX
WHAT DO YOUR MOST LOYAL CUSTOMERS SAY?
The best customers are those that come back to you time and time again. Finding out what motivates their loyalty can identify actions that can help your brand grow.
For this analysis, we have looked at Trustpilot reviews for those reviewers who have left multiple reviews of GLOSSYBOX.
We define these as loyal customers and by analysing what they say in their reviews and how they react to marketing actions, we can identify actions that help drive loyalty.
THE CONVERSATION
We've analysed the topics of conversation that are significant to your most loyal customers and for which there is a statistically significant relationship to loyalty.
A standout from the analysis is the very positive emotions that receiving a GLOSSYBOX generates. Reviewers talk about how much they love their box, especially receiving new and exciting brands and products. These are sentiments that could be built into the marketing about how receiving a GLOSSYBOX makes you feel.
Another influential topic is the interaction with customer services. Getting a quick response to problems plays very well with reviewers. On the other hand, a perceived lack of adequate response to emails and poor experiences with Live Chat function (availability and resolution) lead to less likelihood for the customer to return.
We also see the prominence of discount codes in the conversation and the Advent Calendar initiative and we look at these and other marketing initiatives next.
MARKETING CUT THROUGH
The graphic shows the the cut through of various actions designed to promote sales of GLOSSYBOX.
We can see that in the early years, the use of free samples cut through the most in reviews but diminished in importance overtime.
From about 2020 the use of influencers to promote products cut through with a huge spike in 2021 but by 2022 the conversation had turned against influencers receiving free or discounted products which raised queries over fairness and trust.
Discount codes have cut through more recently and gained an increasing importance as the use of influencers diminished.
Discount codes are important because they help GLOSSYBOX become better value for money but cause problems when they are withdrawn.
The Advent initiative has been well received throughout the time period. It is something that has really hooked people and has very strong cut through. The Mothers Day initiative started well but has had less cut through recently.
ASSOCIATED SHOPS
Looking at the other categories shopped by your loyal customers can tell us about their wider buying behaviour. In this analysis, we look exclusively at those categories are the most influential to people who leave multiple reviews.
The chart displays the 'Loyalty Odds Ratio,' which measures the odds (or likelihood) of customers who shop in a specific category leaving multiple reviews for you, compared with the odds of those who don’t shop in that category doing the same. We then express the difference between these odds as a percentage.
Customers who shop in the cosmetics & make up category and malls & marketplaces category (such as online markets) are much more likely to be loyal and be larger in number. These are your most important customers.
Customers who shop for jewellery & watches, pharmacy & medicines and personal care items (such as fitness and nutrition) as well as print and graphic design have a higher loyalty ratio but there are fewer of them. There is an opportunity here to associate your brand with those shoppers in order to grow sales.
A lot of your customers leave reviews for shipping and logistics companies and it's really important to make sure your shipping company is performing at optimal levels. Any problems with them, seems to reflect badly on you too.
Reviewers in the decorations and accessories categories (especially fashion accessories) have a negative Loyalty Odds Ratio. This means the more they shop those categories the less they shop for your product. This could be because they prefer accessories to beauty products or they belong to a very different segment to your shoppers with different priorities and behaviours. These are categories with lower reviews so are not an immediate business concern.
It should be kept in mind that there could be other factors at play, such as age, gender and location, that might better explain the data. These are not collected by Trustpilot and, therefore, cannot be used in the analysis.
In the next section, we expand our analysis to look at all of the categories shopped by your most loyal customers.
THE SHOPPING UNIVERSE TREE PLOT
We discussed above the most important categories that people who are loyal to you also shop. Below we display all the shopping categories that are also shopped by your loyal customers.
From this analysis you can gain valuable insights into your loyal customer's broader interests and shopping behaviours. The tree plot identifies the other product categories and services that resonate with your loyal customers, offering a strategic opportunity to tailor marketing campaigns, create partnerships or even expand your product lines to align with these interests.
Understanding cross-category interests can enhance customer segmentation and personalised marketing efforts, potentially increasing customer retention and attracting new customers with similar profiles.
The graphic is fully interactive so clicking on the tiles gives you finer detail on your shopping universe.
THE KEY TAKE AWAYS
- Promoting the brand around emotions such as joy, excitement and happiness could resonate with many existing and potential customers, particular those who shop similar categories already.
- The interaction that customers have with your staff is vital. The data shows that a positive outcome is more likely to lead to repeat sales. It's important that when things go wrong, staff have the necessary skills and training to react quickly to agree a mutually satisfactory resolution.
- To build and maintain loyalty among buyers, the brand should focus on delivering a consistent and high-quality customer experience. For customers who also shop Cosmetics & Makeup, this might mean exclusive product releases, special promotions, and loyalty rewards. For Malls & Marketplaces, it could involve regular discounts, bundle deals, and showcasing the breadth of the product range.