This morning, location marketing platform Uberall announced a partnership with independent review platform Trustpilot.
Now, customers will be able to manage and respond to Trustpilot reviews directly from Uberall.
Uberall’s location marketing platform allows users to manage online store listings across Google, Instagram, Facebook, Yelp, TripAdvisor, etc., all in one dashboard. Their customers include PwC, KFC, Virgin, BP, Pizza Hut, Lufthansa, and many others.
Trustpilot is a review platform with reportedly more than one million reviews posted per month.
Responding to reviews, better customer experience
Following the rise of social media, customers are increasingly looking for more direct and immediate interaction with brands.
If a consumer is considering buying a product and has a question, she wants to be able to get an answer asap. And if she can’t get an answer, she may take her business elsewhere.
On this partnership, Peter Simpson, Global Head of Partnerships at Trustpilot, said:
“Eighty-six percent of consumers are more likely to shop at a store that responds to reviews. How you reply and how quickly you post responses is critical for positive online reputation and has significant influence on local search rankings. With that in mind, as our multi-location customer base has exploded, we wanted to broaden our review management ecosystem to make it even easier to evaluate, analyze and reply to consumer feedback from one centralized location.”
Local and hyper-local search
This partnership points to the increasing importance of local and hyper-local search. (You can explore those topics in more depth on our sister site, Search Engine Watch.)
Brands are caring more about local search because:
- Google is creating more distinction between search results pages based on location. If I search for “car repair” in one neighborhood versus another, Google will return different results.
- Customers are performing more searches on-the-move, and when they’re ready to purchase. If I am en route to a morning event and search for “coffee,” I am likely looking to buy that coffee in the next five minutes.
For brands, these two factors mean paying extra attention to how they appear online. Answering reviews in a timely manner is one important piece of that puzzle.
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