As the leading eco-friendly skincare brand in Canada, Graydon's customers love their natural products. Wanting to take customer reviews to the next level, Graydon partnered with Okendo to fully capitalise on the passion of their customers, accelerate review generation and enhance the online shopping experience.
As a small business with a loyal customer following, Graydon Skincare has long utilised customer feedback to engage and convert other shoppers. “We genuinely believe that our products are unique and effective enough that people want to share their results and experiences with others", explains Graydon Moffatt, Founder and Chief Idea Officer of Graydon Skincare.
"Prior to Okendo, we were using the Shopify Product Reviews app and to be honest I was pretty content with how it was performing. It actually wasn’t until Matt Goodman from Okendo reached out to us did I realize there that were quite a number of things we could do to improve our customer reviews”, explains Graydon.
“Matt introduced me to the Okendo platform and showed me a number of other skincare stores on Shopify Plus who were also using Okendo. I was really impressed with the amount of detail these stores were capturing with their reviews, particularly with the information about the customer themselves. I also really liked the elegant, minimal design of the reviews which I thought would look great on our site.”
Despite her initial interest, Graydon wasn’t sold yet. Before committing to using the Okendo platform, Graydon wanted to trial Okendo to ensure the results visible on other Shopify stores could also be achieved on her own.
Providing retailers with a painless and risk-free means to assess the value of Okendo Reviews is a particular strength of Okendo. As such, the Okendo team were more than to happy to accommodate Graydon’s cautious optimism.
The first step would be giving Graydon an obligation free preview of how Okendo would appear on their store. This was achieved by creating a duplicate of Graydon Skincare’s primary Shopify theme and then installing Okendo on to that theme. This would give Graydon an immediate insight into how Okendo would look and feel though without the risk of any interruption to the live store. This preview would include the import of Graydon’s existing customer reviews so that they could be viewed in the Okendo format and the creation of several demonstration reviews so that Graydon could see all the additional features in action.
“As soon as I saw the preview Okendo created for us I knew this was going to be a great fit. I just loved how rich the review content was. We could actually see the customers behind the review as a result of either social media profile picture or a photo they might upload. We could see their ‘Age’, ‘Skin Type’, ‘Skin Concerns’...it was such powerful information, both for us and for our shoppers. One of the most common questions we see from shoppers is whether a particular product will be suitable for a specific skin types. So, to actually have the ability for customers who have a used a product to share that info and for future shoppers to then be able to use that insight to inform their purchase decisions...well, it really felt like a game changer!”
As well increasing the quality of reviews Graydon Skincare was generating, Okendo was also committed to increase the quantity of reviews. To achieve this, Graydon utilised Okendo's tight integration with Shopify’s Discount API to progressively reward customers with discount coupons for including additional content with their review. The more content a customer included with their review, the higher the value of the coupon. Once a customer qualified for a coupon Okendo would automatically create a unique code and send it the customer via a personalized ‘Thank You’ email.
The final step in increasing the power of Graydon’s customer community was giving the marketing team more ways to utilise reviews throughout the buying journey, both onsite and on other channels. From the homepage, to the collection page, to the product page, to the all reviews page, Graydon ensured there were useful customer insights and confidence building signals throughout the onsite purchase path. On Facebook, Marketing would be able to regularly schedule organic Facebook posts to the Graydon Skincare business page and to automatically retarget store visitors with reviews for products they demonstrated an interest in. And on Google, Graydon could now realise SEO value of their reviews helping to increase organic search rankings.
"We can now capture really valuable insights into who our customers are such as ‘Age’, ‘Skin Type’, ‘Skin Concerns’...this is such powerful information, both for us and for our shoppers. One of the most common questions we see from shoppers is whether a particular product will be suitable for a specific skin types. So, to actually have the ability for customers who have a used a product to share that info and for future shoppers to then be able to use that insight to inform their purchase decisions...well, it really felt like a game changer!”
Graydon Moffat, Founder, CEO