🟨 Darty: 77% of People Share Reviews Within a Week
But how do you know if that product will still be great after a year?
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Darty is the leading retailer of consumer electronics and household electrical goods in France. Whether it's choosing a washing machine, a restaurant, a hotel, or a phone case, 7 out of 10 French people depend on online reviews to decide. These reviews give us a glimpse into other people's experiences, helping us make smarter choices. They are practical and reassuring.
However, Darty discovered a major bias when it comes to certain types of products, especially those where you actually need time to see their value. About 77% of consumers leave their reviews within a week of getting the product. So, how can you really know if something will hold up and deliver on its promise over time?
This is why Darty and Publicis Conseil teamed up to change online reviews by launching "Long lasting reviews". Darty sent out an email to its customers encouraging them to share their feedback on products they have bought and used for more than a year.
The email explained the Long-lasting reviews campaign and how to rate products based on two main points: how well they work and how they look. Customers were also asked to write a detailed review about their experience.
Darty analysed the reviews and used them to rate products based on their durability. Then the retailer displayed these durability ratings both in-store and online, helping customers make smarter buying decisions. Darty also shared the information with manufacturers to help them improve their products.
ICYMI
Long lasting reviews is an example of a PR Campaign.
The campaign also increased people’s desire to learn more about the brand, recommend it, and purchase Darty products. Darty reached out to 3,845,663 consumers, who reviewed 18,225 products. Meanwhile, five major brands, including Tefal and Electrolux, pledged to make their products more durable.
🍉 Action Points
Identify a market gap - If 77% of people leave reviews within a week, how do you know if that washing machine or TV will still be great after a year? Consumers rely heavily on reviews, but they might not always get the full picture. If your brand sells products that require time to prove their durability, you need a way to capture long-term experiences.
Turning insights into action - Darty didn’t just collect these reviews; they put them to work. They analyzed the data, created durability ratings, and showcased them both online and in-store. This gave future buyers more reliable insights and empowered them to choose products that last.
Strengthening brand trust - By sharing these insights with manufacturers, Darty positioned itself as a leader in customer-driven innovation. This move reinforced Darty’s reputation for quality and reliability while also nudging brands to create longer-lasting products.
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