LifeSaver Reflector Shop: 60% Left a Testimonial

LifeSaver Reflector Shop is an online store where you can order high-quality Finnish designer reflectors. As the product range varies from year to year, it is more important for the company to collect feedback and testimonials about the company than about individual products. With Trustmary, LifeSaver received 60% of the open feedback as testimonials it can immediately embed on its website.

The LifeSaver Reflector Shop is an online store where anyone can order a reflector made by Saintex Oy. The products carry both the respected Key Flag Product and Design in Finland labels.

As the evenings get darker, more and more people order new reflectors. Every year Lifesaver Reflector Shop creates new collections in collaboration with renowned designers and brands such as Eero Aarnio and Moomin Characters.

– Our customers order from us year after year for three reasons: We have high-quality products, every jacket, backpack and bag should have its own reflector, and our reflectors are seen as accessories thanks to their design, says Susanna Blomqvist, Managing Director of LifeSaver Reflector Shop.

As the products change from year to year, collecting product reviews does not make sense. The company still wanted to measure customer satisfaction and add its social proof to its website.

– We wanted to get feedback on the customer experience of our online store and to get an overall picture of what our customers think of our store. We also wanted to find out what customers think about the products themselves. We wanted to see if Trustmary could do this, says Piia Määttä, Customer Relationship Manager.

Problem: No Need for Product Reviews

LifeSaver is built on top of the MyCashflow platform, which does not provide a built-in solution for collecting reviews.

The company decided to focus on gathering reviews and testimonials and building trust in the brand.

– Before we sent out the survey, we thought about what we would do if customers had only negative things to say about us. If the customers who bought from us this year had been dissatisfied, we would have had to seriously consider whether it made more sense to improve the online shop or close it down completely, says Määttä.

Promising Results with Trial

Together with Trustmary, Määttä and Blomqvist created a feedback form. It was sent to customers who had purchased during the year to get feedback and gauge their willingness to recommend LifeSaver using an NPS survey.

– The survey was really simple to build and customize to our brand, says Blomqvist.

Results from Trial

• More than 100 responses
• NPS 88 (scale -100 – 100)
• NPS average 9.5/10
• More than 60 reviews
• Review rate, i.e. the proportion of reviews to feedback over 60%
• More reviews every day with automation

– It was great to see the responses starting to trickle in immediately after sending the survey. The feedback showed that a large proportion of our customer order new designs every year, says Määttä.

What Do Customers Say about the LifeSaver Reflective Shop?

LifeSaver takes pride in having all of its operations in Finland and being a responsible company. These values were also mentioned in the customer feedback.

Customers Love:

• Products are produced in Finland
• Good quality
• Reflectors look beautiful
• Reliability of the company
• Ease of ordering

– It feels good to read customers’ opinions about our brand, our service and our products, says Määttä.

Reviews on the Website

To make the most of the reviews, LifeSaver has added a review widget to the footer of the website on each landing page.

– Our business is seasonal, so it’s important to maximise the conversion rate of the website, says Blomqvist.

– Adding customer reviews extensively to the website will naturally highlight our popularity and the satisfaction of the customers who have bought from us, and will increase the credibility of the online store, Määttä continues.

The credibility of e-commerce is well established:

• High star rating average (4.9/5)
• Freshness of feedback (Less than 1 month)
• Total number of reviews (230)
• Positive and genuine open feedback
• Reviewer’s name and location in the review

Always Fresh Reviews with 15 Minutes of Work

Although the feedback received so far has been positive, the company has the opportunity to learn from any bad experiences so that they can be better avoided in the future.

– We automated the survey to go out ten days after delivery to give the customer time to test the product, says Määttä.

The automation on Zapier was done on my own with instructions from Trustmary.

– I spent 15 minutes on the whole thing, and now we get a steady stream of reviews without any manual intervention, Määttä continues.

Heijastinkauppa created an “Experiences with Heijastinkauppa” page, where all reviews will be posted.

– We wanted to build trust by any means possible, and this is the easiest way to show all our feedback at once, says Määttä.

This page has good visibility in search engines when a potential customer searches for information with the words “experiences with LifeSaver” (in Finnish: kokemuksia heijastinkauppa)

– We are very impressed with the Trustmary functionality for our online store. We are now constantly getting new reviews without having to do anything. This has taken our brand credibility to a whole new level, Blomqvist concludes.