Rishi Rawat

When I started in 2008 my core thesis was that most purchase behaviors were rational. 9+ years on and 300+ experiments…

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Comments 5

  1. I do like the concept of very directly, personally engaging the customer on a specific aspect of the product. I think that will pay dividends over simply asking them for a review.

    But isn’t this sort of contrary to the advice in some of your earlier posts? Previously, you had warned against emphasizing the importance of a feature that buyers don’t really find that important. I would suggest that if only six of 853 reviews of the Camino Carryall mention how rugged it is then either that is not an important feature to the buyer or the buyers perceived it is not nearly as rugged as Yeti suggests. In either case, stacking the reviews to support this feature might not have the hoped-for impact.

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      Hi, Chris. Appreciate your comment and your reference to a possible contradiction. I guess it depends on what the retailer wants to focus on. I would only expect YETI to update their review request email if they strongly felt an important feature wasn’t being talked about. Sometimes nudging helps the buyer think about a feature they actually do care about but would have missed mentioning on their own.

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