Charlotte Tilbury has partnered with Feefo to conduct its online ratings and reviews.
The luxury makeup and skincare brand has improved its online search rankings on Google, after listening to customer opinions and improving the business based on these insights.
Using Feefo, the retailer was able to achieve a 97% service rating from 7,401 reviews, which led to Google Gold stars and a higher page ranking.
Charlotte Tilbury also uses the reviews for its quarterly 'Voice of the Customer' report which is used to understand the customer across the entire business. Additionally the retailer sets benchmarks for its product ranges based on customer reviews, including product formula, pricing and operations and logistics.
"Feefo has worked phenomenally well in helping Charlotte Tilbury understand the voice of our customer," said Rachel Jones, head of eCommerce at Charlotte Tilbury.
"Within our brand, we strive to decode Charlotte’s expertise into essential makeup tips and tricks that are easy and fool-proof. We felt there were synergies with the Feefo ratings and reviews platform, as it is not only easy to implement, but can also provide immediate and direct insight into how our customer perceives our product and customer services with just the click of a button."
Charlotte Tilbury is available across the globe, trading through six localised websites. The retailer also uses Feefo to gain insight from its international customers.
In the US, international input was used for a 'Magic Foundation' marketing strategy from reviews and feedback from the previous UK launch. Meanwhile, the retailer also encourages user-generated content and images via a hashtag, #tagyourtilbury.
Charlotte Tilbury is hoping to expand on its user-generated content in the future, using the Feefo platform.
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