How do you communicate and respond to customer feedback and reviews for own label products?

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Customer feedback and reviews are valuable sources of information for any retailer, but especially for those who sell own label products. Own label products are those that are designed, produced, and branded by the retailer itself, rather than by a third-party manufacturer or supplier. They can offer a competitive edge, higher margins, and more control over quality and innovation. However, they also require careful planning, testing, and monitoring to ensure they meet customer expectations and preferences. In this article, you will learn how to communicate and respond to customer feedback and reviews for own label products, and how to use them to improve your merchandise planning and performance.

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1 Why customer feedback and reviews matter

Customer feedback and reviews are not only indicators of customer satisfaction and loyalty, but also of customer needs and wants. They can help you understand what customers like and dislike about your own label products, how they use them, and what problems or benefits they experience. They can also provide insights into customer segments, trends, and opportunities for growth or improvement. By listening to and analyzing customer feedback and reviews, you can gain valuable data and insights that can inform your merchandise planning decisions, such as assortment, pricing, promotion, distribution, and product development.

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Golam Mohiuddin '

Merchandising II Supply Chain II MBA II Sourcing II Process Maker ll Cost Effectiveness ll Leadership Skills ll Team Management ll Critical Thinker ll Relationships Builder ll Strategic Planner ll Innovation ll
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As a merchandiser at a garments factory, we understand that feedback, both positive and negative, is crucial for our growth. We believe that without negative comments, we cannot improve. To ensure we hear from our customers, we have created comment boxes for both our online and offline stores where everyone can share their thoughts on our product quality, designs, colors, and durability. We also host virtual live sessions to gather more feedback. To encourage participation, we offer small gifts to those who share their experiences with us. Additionally, we have formed dedicated teams to identify issues and develop solutions to enhance our products significantly. This way, we can continuously learn and grow from the feedback we receive.

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Eduard Hadjolian, PMP?

Business Facilitator & Mountain Guide | Leadership Training & Team Building in Nature | Customized Corporate Solutions
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Customer feedback is a goldmine, but only if you act on it strategically. As a Leader Effectiveness Trainer, I’ve seen businesses transform by analyzing patterns in feedback, not just fixing issues. To maximize its impact, involve teams across departments—sales, marketing, and product development—to create a unified response. Use feedback as a blueprint for growth, and it will drive your business forward.

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2 How to collect customer feedback and reviews

There are many ways to collect customer feedback and reviews for your own label products, depending on your goals, resources, and channels. Surveys are a great way to ask customers specific questions about satisfaction, preferences, suggestions, or ratings. You can also encourage customers to leave reviews on your website, social media, or third-party platforms. Feedback forms can help you capture customer issues, concerns, or praises, and address them promptly. Focus groups are also a great way to gather in-depth feedback from a small group of customers who represent your target market. You can invite them to your store, office, or online platform and use tools like Zoom, Skype, or FocusVision to conduct and record the focus groups.

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3 How to respond to customer feedback and reviews

Responding to customer feedback and reviews is an essential part of communicating with your customers and building trust and loyalty. To ensure that customers feel heard, it's important to respond in a timely manner, preferably within 24 hours. Additionally, use a courteous and respectful tone, thank them for their feedback or review, acknowledge their feelings, apologize for any inconvenience or disappointment, and provide relevant and useful information or solutions. Lastly, be honest and transparent about what you can and cannot do to improve your own label products.

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Eduard Hadjolian, PMP?

Business Facilitator & Mountain Guide | Leadership Training & Team Building in Nature | Customized Corporate Solutions
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As a leadership trainer, I often emphasize the power of empathy when responding to feedback. It’s not just about speed or courtesy—it's about understanding the emotions behind the words. Encouraging your team to listen for both content and emotion can transform negative feedback into trust-building opportunities. Focus on addressing both the issue and the customer’s emotional needs to foster loyalty and stronger relationships.

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4 How to use customer feedback and reviews to improve your merchandise planning

Customer feedback and reviews can provide valuable insights that can help you enhance your own label products. For example, you can use customer feedback to identify gaps and opportunities, evaluate quality and value, optimize pricing and promotion, and even innovate and develop new products. Reviews can help you spot emerging trends, demands, or preferences that your own label products can capitalize on. Additionally, they can help you determine the optimal price point, discount strategy, or promotional message that can attract customers. Finally, reviews can help you generate ideas, test concepts, or validate features that can give your product offering a competitive advantage.

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5 How to measure the impact of customer feedback and reviews

To ensure the effectiveness and benefit of customer feedback and reviews, it is important to measure the impact of your actions and outcomes. Metrics such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Effort Score (CES) can be used to measure customer satisfaction with your own label products, while metrics like Customer Retention Rate (CRR), Customer Lifetime Value (CLV), or Repeat Purchase Rate (RPR) can indicate customer loyalty. Additionally, metrics such as Social Media Mentions, Online Reviews, or Referral Rate can measure customer advocacy, while Sales Volume, Revenue, Profit Margin, or Market Share can be used to evaluate product performance in the market.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you communicate and respond to customer feedback and reviews for own label products?

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1 Why customer feedback and reviews matter

2 How to collect customer feedback and reviews

3 How to respond to customer feedback and reviews

4 How to use customer feedback and reviews to improve your merchandise planning

5 How to measure the impact of customer feedback and reviews

6 Here’s what else to consider

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