Superdrug to include recommendations on shelf

Superdrug to include recommendations on shelf
21 April 2011 | | Marketing

This is an interesting move from Superdrug and one that goes to show the importance of recommendations / reviews in today”s market.  Seems we do care about other people”s impartial opinions.

Moving totally away from Superdrug, this story immediately made me think about dentistfinder.net – a UK dentist review site that provides patients with an online platform to review their dentists.  If you take a few minutes to take a look at www.dentistfinder.net you will see that patients ARE leaving reviews, thick and fast. These reviews will be visible to anyone looking for your practice via the find-a-dentist search facility and it stands to reason that it will affect their decision to visit your practice or not.

In light of the above, I”m writing this blog to encourage those of you that are not listed on dentistfinder.net to sign up – it”s free and will not take much of your time. Once you”re signed up, you can actively encourage your patients to leave you POSITIVE reviews – a move that will help you to take control of your online reputation. (And these reviews are being picked up on Google so it”s great for the SEO conscious amongst us).

Superdrug plans to use online customer product reviews in its stores in a bid to boost sales by giving consumers more confidence in the products they buy.

The retailer will feature recommendations and reviews of products from online bloggers on shelves in the hope of increasing trust in it and the products it sells.

Superdrug marketing director Dan Jarvis says: “We’re working with more bloggers to review products and we’re starting to use those reviews in store to add endorsement and recommendation.”

“We’re in our infancy of using it but customers want to understand products more and they want recommendations.”

Staff reviews are also used by book store chain Waterstone’s and HMV.

The retailer launched its first brand-led advertising campaign in a decade last year, inviting consumers to reappraise the brand under the strapline: “Take Another Look” and is preparing to launch its in May.

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