by Matt Weik
I’ve been vacillating on this topic for quite some time, unsure how it would be received (even if it’s definitely not a new concept). I’m just trying to see all the sides and angles of this topic. Here is what I think and say. What if supplement companies offered discounts to those who purchase products from their website and leave a review? Would these supplement reviews benefit everyone (consumers and the brand) or would they be a little biased? Let’s discuss.
Mind you, this article is based 100% on my personal opinion – your mileage may vary.
Benefits of the Supplement Brand
As a consumer, I don’t want to speak for you so I’m only speaking for myself, but I look at reviews on products before deciding whether or not to make a purchase. Complementary reviews play a role in my buying decisions, and I try to judge whether or not other people appreciate the product and whether it actually does what it says on the tin. That said, I’m always a little suspicious of supplementary reviews.
A supplement brand can benefit from having a ton of authentic supplement reviews touting their products as amazing – in fact, the more supplement reviews the better. Think about it, if a brand has 15 supplement reviews, will it appear like the brand is selling a range of products or that consumers are enjoying their products? Probably not, right? But when a brand has over 1,000 five-star ratings, that’s pretty impressive and gets your attention, isn’t it? It holds up a lot more weight than just a dozen or so reviews.
The more supplementary reviews a brand can get, the better it will look and be more appealing to consumers.
Where does the discount come into play? After a sale / transaction, most brands send an email confirming their order. But what about a follow-up email about 30 days later asking how they liked the product and if they would be willing to write a review on the product? In return for their time, the customer receives a discount code that can be used for a future order (e.g. within the next 30 days before expiration).
If the customer liked the product, they’ll usually buy it again, right? And the fact that a supplement brand provides them with a coupon code is a means of building a loyal customer who won’t be distracted by other brands trying to get their attention. The discount is a way for them to retain their customers and further increase sales.
The fact that the offer was sent out about 30 days later would also find a good time for when the product was likely to run out. It provides an incentive for the consumer to replenish the product or even try something new if they so choose. It makes sense doesn’t it? But let’s look at the other side of the equation when it comes to supplementary ratings.
How the customer benefits
It’s very simple – the customer receives a discount on a specific product or on their entire next order. It’s also a nice touch as the discount is offered for an authentic review, which will only help the supplement brand build their sales and authority in the industry.
If a customer is given a discount code, they will likely accept the supplement company’s offer and provide their opinion and insights on supplement reviews so they can save some money in return. Do people love discounts? Damn right they do! If some people can save some money, you might find they are selling their souls to the devil. But as the saying goes: “Money rules the world”. A discount for the customer is always a gain for me.
Can you trust the review?
Could discounts for additional reviews backfire initially? I mean, not everyone is going to love their purchase and can foam at the mouth and get mad about they wasted their money. Now you’ve sent a follow-up email asking a disgruntled customer (your unknown) to leave a review that could damage the product and brand. It doesn’t look good, and there is a real risk that needs to be considered. However, once a brand is convinced of their products, it should address any concerns that could lead someone to write negative supplement reviews.
But should you (as a consumer) always trust diet supplement reviews? No. And I actually had a whole article published on the subject. There might be people who regard the discount code as a kind of “compensation” when they indicate that they are leaving a good or positive review on the brand’s website.
Or worse, a brand reaches out to people and says that if they buy the product and leave a good review, they will be fully compensated for their order. This is extremely seedy, but I know for a fact that brands out there are using the same tactic that I mention – especially new startup brands. Is it morally and ethically wrong? Yes. But I think there are some brands out there that are doing everything they can to grow their business.
Would you take advantage of discounts for additional reviews?
Personally, if a supplement brand offered discounts (which actually saved me a decent amount of money on my next purchase) in exchange for supplement reviews, I’d probably take them. Depending on how much the discount is, I’m not naive to believe that the discount has already gone into their margins (even without receiving a quote), but that’s really not my problem as they set their margins and prices at will be able to shape – it is their business, not mine.
The question is, would you take advantage of discounts on supplementary reviews? I know some brands do, but would it be beneficial for more brands to adopt this strategy and implement it in their follow-up emails? Another question would be, if you didn’t like the product, would you still give it a review even if you had no intention of making another purchase? Let us know in the comments below.