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At Chevron U-PAK-IT on Tech Drive we understand the convenience store industry must recognize the significance of engaging with local reviews as a crucial factor in achieving business success. In today's fast-paced world, consumer expectations are continuously evolving due to the influence of modern technology. While online reviews were initially considered essential primarily for selecting restaurants or hotels, they have now become ubiquitous for businesses across various sectors. Consumers now rely on reviews to make informed decisions for both online and local purchases. Surveys indicate that an overwhelming 77 percent of consumers are now reading more reviews than ever before.
Reviews posted on platforms like Google and Yelp serve as invaluable channels for customers to share their experiences with businesses. Simultaneously, they provide businesses with an opportunity to respond to customers, cultivate loyalty among fans, and address concerns raised by dissatisfied customers. Furthermore, reviews offer valuable insights into consumer preferences, enabling businesses to identify areas of improvement. By analyzing feedback, businesses can enhance customer satisfaction by addressing issues related to customer service, pricing, product availability, and store operations.
The convenience store industry, alongside large retail chains, discount stores, and fast-food restaurants, has traditionally overlooked the significance of local reviews. In these highly competitive sectors, it has long been believed that brands must differentiate themselves through pricing, loyalty programs, and promotional offers. However, this mindset presents an opportunity for convenience store brands to stand out by prioritizing the customer experience.
Research conducted by SOCi confirms that convenience stores are currently lagging behind in terms of local reputation. Surprisingly, the gas and convenience category ranks sixth among the 18 industries analyzed, trailing behind more obvious review-centric sectors such as department stores, restaurants, and hotels. Despite the significant number of reviews generated within the convenience store category, none of the locations surveyed were found to be responding to customer reviews. This trend is also observed in other sectors like pharmacies and discount stores, although 72 percent of the overall industries analyzed at least responded to some reviews.
With review management already prevalent in 72 percent of multilocation industries in the United States, convenience stores must now seize this opportunity seriously.
The benefits derived from reviews and review responses extend beyond mere customer satisfaction—they translate into tangible business success.
For instance, research indicates that a mere 0.1-star increase in a business's average rating on Google leads to a 4.4 percent improvement in the conversion rate of its listings. In other words, a full-star improvement would result in a 44 percent higher conversion rate. (Here, "conversion" refers to the rate at which consumers contact the business, request directions, or visit the website after viewing the online listing.)
Additionally, accumulating more reviews directly impacts a business's bottom line. A business that garners 10 new reviews experiences a 2.8 percent increase in conversion.
One of the most effective strategies for garnering more reviews and improving ratings is to actively respond to customer feedback. Local listing feedback holds immense value for consumers as it makes them feel heard, regardless of whether the comments are positive or negative. Research shows that companies who engage with customers on a local level are often rewarded for their efforts and we would like to thank you for supporting Chveron U-PAK-It on Tech Drive.
