| Positive factors |
Negative factors |
+Knowledgeable wig section staff, clean store and well-trained employees
+Variety of Halloween and party wigs, expensive but wide selection of products, up-to-date hair care products available
+Stylists on hand to trim wigs
+Remembers who I am and recommends products I might like
+Friendly Asian owners |
-I understand the theft concerns, but constant surveillance is uncomfortable; I’m always watched if I’m wearing a bag
-Tiny store and little room to move around, hardly any space for hair try-on
-Doors are always locked and you have to knock on the door to get in
-Expensive
-Products that have been stored longer are of lower quality than online |
There were quite a few comments about the high prices of New York/New Jersey stores, possibly due to the high cost of rent. Interestingly, many reviews indicate that people are willing to pay more if they are satisfied with the professional advice and service. In some cases, allegedly unfounded and malicious reviews possibly due to the fierce competition were responded by proactive business owners who rebutted with descriptions of physical appearance and camera footage. A store in New Jersey’s attempt at diligently responding to reviews backfired when it repeated the “thank you/sorry” response to every review.
Customer reviews should be appreciated, whether they’re sweet or bitter. They’ve taken the time out of their day to evaluate your store. Negative reviews, in particular, can be a great opportunity to evaluate yourself and improve your store’s image. A study by SOCi found that for every 25 percent point increase in review response rate, a Google profile’s visitor rate increases by 4 percent. In order to grow your store, you need to recognize the high value of low scores.
PART 2. Making your store “likable”
Google Business Profile A-Z
1. Setting up your Google Business Profile
Before you start managing reviews, the first thing you need to do to make your store more visible in Google search results is to sign up for a Google Business Profile. By creating a business profile, you increase your chances of appearing higher in location-based searches. Customers can easily find basic store information on Google Maps, and your business will appear in relevant search queries to drive more traffic. It’s time to stop being a “shop for people who know” and start using your Google Business profile to reach a wider audience. It’s not just about providing information, but it’s an effective way to increase your store’s credibility and accessibility.
Incomplete profile vs. Completed profile
2.7x more likely to be found in search
70% more likely to be visited
Step 1. Sign in or create a Google account
You need a Google account to create a Google Business profile. We recommend that you create a separate account for your business rather than using a personal account.
Step 2. Go to your Google Business profile page
Link for sign-up:
Step 3. Enter your store name and select a category
Step 4. Register with your store’s physical address
Step 5. Enter your contact information
You can put your business phone number or website address as it will appear on your profile for potential customers.
Step 6. Verification
Choose how you want to verify your business: by mail, email, or phone.
Step 7. Add a detailed business description
Once verified, complete your profile by adding your hours of operation, photos, and a business description. You can also enable messaging so that customers can contact you directly through your profile.
2. Make your beauty supplies more appealing by adding photos
Photos are an important part of the first impression of your store.
The same fallen leaf in the same place can look different depending on how you photograph them.
- Use high-quality images: Photos should be sharp, in focus, and taken in natural light to ensure they are bright and clear. Avoid excessive editing or filters.
- Take photos from different angles: Posting photos of your store’s exterior from different angles can help customers find the location.
- Interior and product photos: Interior photos should be familiar but attractive. Since beauty supplies have a lot of products, it’s a good idea to post photos of well-organized displays to showcase your store’s organization. You can also post photos of popular or steady selling products to attract customers’ attention.
- Regular photo updates: Update your photos regularly to reflect new releases, promotions, and seasonal makeovers.
- Customer-posted photos: Limit the number of photos posted by the business owner or staff so as to encourage actual customers to upload photos. Reviews with photos from customers increase credibility.
3. Tips for managing reviews effectively
- Ask for reviews: It’s a good idea to ask customers who have visited your store to write a review. If this isn’t possible, you can place a QR code for reviews at the checkout counter or offer a reward such as small gifts.
- Say thank you: writing a review is a commitment of the customer’s time and energy. You can strengthen your relationship with your customers by thanking them for their reviews.
- Resolve issues: It’s important to respond to negative reviews immediately to resolve issues and rebuild trust. This will minimize customer dissatisfaction and turn it into a positive experience.
- Analyze reviews: You don’t need to worry too much about malicious reviews, but if there are words or issues that your customers consistently mention, you should analyze them to improve your service.
4. Boost your business’ credibility with accurate information on online platforms
An actual Google Business profile for a beauty supply. Customers who visited the store based on inaccurate store hours left negative reviews.
Providing accurate and up-to-date information is essential to increasing the trustworthiness of your business. Especially basic information like business hours, address, and contact information should always be kept up to date.
It’s a good idea to create an official website or social media account and add it to your profile. You can effectively share special sales and store news with your customers. These online platforms can help you connect with your customers and maximize your marketing efforts.
Apps and tools to use with your Google Business profile
1. Google Analytics
A powerful tool for collecting and analyzing visitor data. Google Analytics is widely used around the world. The tool is free and optimized with your Google Business Profile, so you can learn about your visitors’ age, gender, interests, and more. This will help you understand your customers’ behavioral patterns and create effective marketing strategies. For example, if you know that a lot of women in their 10s and 20s show interest in your store, you might want to increase your selection of trendy products. On the other hand, if you find out that middle-aged women are the main audience, you might consider increasing the proportion of staple items to cater to their needs. Data analytics can help you tailor your product offerings to your customers’ needs, increasing sales and customer satisfaction.
2. Canva
Canva is an app that makes it easy to design images without using specialized tools like Photoshop. The intuitive interface allows you to create high-quality designs without specialized skills or knowledge, which is great in an age where visual marketing is king. You can make simple sale leaflets and store event announcements that are customized to your store.
3. Birdeye
Birdeye is a tool that utilizes AI to help you respond to and manage reviews left by your customers. It also has translation features, so you can easily handle reviews in multiple languages, and you can manage multiple sites at once. This is especially useful for business owners who run multiple locations to strengthen their relationships with customers through efficient review management.
COVER STORY By BNB Magazine
BNB 매거진 2024년 9월호 ©bnbmag.com
