Does The Shoe Fit?
Remember last issue’s piece regarding millennial addiction to feedback? Well, it got me thinking. If the promo industry is trying to keep up with the millennial need for speed that Amazon touts, why don’t we simply make our products review based? Just like Sage, and ESP where Distributors can rate Suppliers based on their experience, let’s bring those star ratings to the products. Millennials like to do their homework – researching a product before they determine whether to buy or sell. For example, when I asked another Millennial to type in ‘Ralph Lauren sneakers’ into Amazon, the first thing he noticed below the item title was the review. Gold stars gleaming at us to buy this popular and loved product.
Next step, the Millennial scrolls to the bottom of the page and immediately starts reading customer reviews. When asked why he did that, he bluntly said, “Well, you gotta know what you’re buying!” I read the page along with him and some of the reviews stated, “Very comfortable,” and “They are snug, so I moved up a size” or constructive feedback like “Looks nice, but doesn’t last.” Together these reviews create some sort of average in our mind. To a Millennial, reviews are tools which establish a justification to buy.
I totally visualize myself in these shoes. I feel the snug fit and the damage I may cause in them from my daily routine that might not make them last. After all this consideration, we ask, are they worth it? Would these same shoes be of value for someone else? We like to buy things for other people that we would also in turn buy for ourselves. So even though the end user will not be leaving the review for the products, the distributor's review holds to be just as valid. As scary as reviewing could be for a company’s products, it will always be beneficial for quick, instant data of what products are hot, and what products are cold. Just like my message last time, we must use this type of review based feedback to our advantage. The reviews are tools to our overall recipe to ace the perfect cake, and in this situation, if you can’t take the heat, stay out of the kitchen!