[Calhoun, Ga.] Mohawk’s
retailer reputation platform called BuzzLocal and powered by
FloorForce helps retailers manage their online reviews and reputation,
compiling real-time reviews from websites like Yelp and Google+ in one
place and ultimately leading to more online reviews and an increased web
presence.
BuzzLocal includes three of the most important aspects of managing a dealer’s online reputation: review, respond and reach.
“Mohawk worked with FloorForce to build this
solutions program for retailers to generate buzz about their store in
their local community and monitor online reviews so that they can manage
their reputation after the sale,” said Mollie Surratt, Mohawk’s senior
director of public relations, social media and content. “Our retailers
are fantastic about building reputations in their community and we are
giving them tools to further strengthen those reputations with one
convenient platform to read and respond to online reviews.”
According to Mohawk, 88 percent of consumers are
influenced by online reviews and comments. “As referrals continue to be
the most effective and trustworthy form of marketing, the need for
ratings and reviews from customers with a positive experience has grown
in importance,” she said. "Buzzlocal provides our aligned retailers with
the ability to populate positive reviews on their website and social
media platforms.”
The platform posts reviews onto the dealer’s
website, as well as on the retailer page of Mohawk’s website, and all
reviews are also compiled on a single BuzzLocal dashboard. Reviews also
lead to greater search engine optimization (SEO) for stores, making them
easier to find through online searches. BuzzLocal prompts customers to
leave reviews, and offers post-review targeted email marketing with
special offers, decorating ideas, cleaning tips and reminders sent on
the dealer’s behalf.
“Positive reviews are a necessity. If you have
good reviews, I believe you will get business from it,” said Steve
Cosentino, vice president of Capitol Carpet & Tile in Florida.
But, he said, the negative feedback is useful as
well — and getting that feedback before a customer posts a negative
review online is important in maintaining a good online reputation.
BuzzLocal sends a thank-you email on behalf of the dealer after a
purchase is made, and the customer then has a chance to provide feedback
to the store.
“I get the feedback and we have the chance to
reach out to (the customer),” Cosentino said. “A lot of times you can
take a customer who would not recommend us into one that would after
we’re done remedying that.”
Cosentino said BuzzLocal has been easy to use and is generating more online reviews for his five stores.
Skyler Berry, manager of Old World Stone Imports
in Orem, Utah, said, “We’ve been trying to work on getting more reviews
and this increases our SEO with Google and others, and it’s nice
because it posts it to our website, our Facebook and so on.”
Mohawk will offer training for BuzzLocal
retailers at the next Solutions convention. It is currently offered to
Mohawk aligned retailers. Go to MohawkToday.com for more information.