Our current product offering includes a wide range of camera tripods, lighting stands and camera bags. With its slogan ‘Imagine More’, Manfrotto Distribution operates in Italy, Germany, the Netherlands, the United Kingdom, the United States, Japan, China and Hong Kong.
We spoke to Manfrotto’s Web team to find out how Trustpilot helped this company implement a strategy focused on listening to customers.
Having decided to build its e-commerce strategy around customer needs, Manfrotto looked for innovative and effective ways to increase customer satisfaction and improve their overall experience. This research led to the consideration and eventual selection of Trustpilot as a partner. By actively collecting reviews, Manfrotto is able to understand its customers’ views of the company and, if necessary, set specific improvement targets. This allows them to improve products and services and develop trust-based relationships with their customers, which translates into more sales and new reviews, creating a virtuous cycle. “We decided to join Trustpilot because we wanted to base our overall e-commerce strategy around customer needs. Thanks to Trustpilot, we can collect our customers’ opinions and discover their needs in order to improve our business and their satisfaction.” – The Manfrotto Web Team.
At Manfrotto, reviews matter to the company as a whole: all different departments are involved in using Trustpilot’s features and feedback on a daily basis. This really makes a difference for a customer-centric company like Manfrotto. Every team benefits from using customer-generated content.
At a managerial level, data is analyzed and review trends to allow teams to define winning strategies, a critical process especially when operating in diverse markets. At the end of each month, managers from each country share their findings and problems and decide together whether the adopted solutions can be useful in many markets or if they can be applied only in a single country. Trustpilot has simplified the tracking and analysis of customer satisfaction, making the problem resolution process faster and more cost-effective.
Quote: “We use reviews to get ideas on how to improve our services and features, share them with our customer service and product marketing teams, and always try to respond to negative reviews to turn them into positive experiences” – The Manfrotto Web Team .
What if Manfrotto gets a 1 or 2 star review? Avoiding this negative feedback is definitely not their answer. Customer service pays special attention to customers who are not completely satisfied with their shopping experience. Agents respond to these reviews in no time, and by asking for more details, they can privately contact the customer, determine the problem, and resolve it. Manfrotto quickly realized that, in the landscape of online reviews, maintaining a high engagement rate and establishing brand reputation depended primarily on handling customer dissatisfaction quickly and effectively.
In addition to gathering feedback, responding and continuously improving thanks to customer reviews, Manfrotto has taken a further strategic step: ensuring that customers become brand advocates and advertise the company, spreading its good reputation and increasing its visibility online . Precisely for this reason, TrustBoxes have been implemented on the company website for product and service reviews that show the overall star rating and customer opinions about the products. To ensure seamless integration with the site’s design and branding style, Manfrotto used Trustpilot’s API to develop custom, eye-catching visuals that showcased the benefits and reliability of their products.
Manfrotto has built an excellent reputation in a very short time thanks to online reviews, achieving an excellent TrustScore in every market in which it operates. These results confirm the high level of customer satisfaction achieved by providing an excellent shopping experience.
Manfrotto’s TrustScore in every market (Data as of 10/24/2017)
Another goal that Manfrotto achieved thanks to the partnership with Trustpilot is to increase traffic in paid campaigns, especially in Google Shopping and Google AdWords. The turning point came when Manfrotto received its 150th review which, together with an overall rating of over 3.5/5, made the Italian company eligible for Google seller ratings. After starting to use Trustpilot, Manfrotto recorded a 30% increase in click-through rates for their Google Shopping campaigns, certainly a great result, which was also confirmed by their Google AdWords campaigns, as shown in the table below.
Examples of Manfrotto campaigns
The impact of seller ratings on Manfrotto campaigns
The partnership between Manfrotto and Trustpilot is going from strength to strength and looking forward to the future. The two companies will together explore new strategic options, such as the possibility of introducing reviews into the social media strategy with the ultimate goal of giving greater visibility and promoting Manfrotto’s already excellent reputation in these channels as well.
