Feefo

[LONDON, 30th June 2026] – Feefo, the purchaser-verified reviews and insights platform, has published new research showing that brands that fail to feature customer reviews in their advertising risk actively deterring buyers, rather than simply missing an opportunity to influence them.

Often seen as defining the modern lifestyle, consumer electronic purchases are rarely casual. Order values are higher, purchases are typically considered rather than impulsive, and the products themselves are complex enough that buyers can’t rely on instinct alone. Reviews close that trust gap. In fact, 54% of UK electronics buyers say they always check them before purchasing, according to Feefo's Trust Advantage 2026 research.

In this masterclass – Closing the Feedback Loop – we… closed the loop on our feedback best practice masterclass series. In our final session, Feefo's Customer Success Manager Bonnie Bakoh and Data Product Manager Charlie Newman were joined by Stephen Teeuw from Peter Nyssen. They discussed how to use reviews to build ongoing relationships with customers, and how to use the data within reviews to improve products and services over time. Here are the highlights.

Peter Nyssen has been selling bulbs to UK gardeners since 1958. In 2025, their customers left over 4,500 Feefo reviews. For most of that time, 97% of those customers – the satisfied ones – heard nothing back. Feefo's AI Replies changed that: the team now responds to 75% of reviews, reaching thousands of customers who'd previously gone unacknowledged.

Travel brands are no longer treating customer reviews as a post-purchase asset. Increasingly, they’re turning them into a performance channel. Feefo's Trust Advantage 2026 research shows that 80% of shoppers believe fake reviews actively damage a brand's reputation, and that featuring verified reviews in advertising increases purchase intent by over 10%. The travel businesses seeing the strongest returns aren't waiting for customers to find their reviews on-site.

Consumers are demanding more than just great products – they want connection with the businesses they choose to work with, and so businesses must deliver unbeatable value in order to thrive. Our research suggests that customers are seeking a value exchange. When customers perceive value in their interactions – through personalised services, quality products, engagement and authenticity – they’re more likely to remain loyal and advocate for the brand.

For small professional services firms, credibility needs patience and proof; it's earned review by review. Optimyze Accountants, an accountancy practice founded in 2023, chose Feefo from the outset because purchaser-verified feedback offered something no other platform could: impartial trust. That decision has shaped not just how Optimyze collects feedback, but how they win new clients.

WhatsApp is already one of the most used communication channels in the UK – and brands that have adopted it for feedback collection are seeing response rates that email alone can't match. Zoe Shackall and Charlotte McDougall recently hosted a product showcase session on how adding WhatsApp to your collection strategy gives customers a faster, more natural way to share feedback, with measurable results across retail, travel, and financial services.

CRO Elliot Clayton follows Tony, Thora and Steve in jotting down his thoughts on what the Gold Standard Manifesto means to him - and the commercial impact it has for our customers. I've been thinking about what the Gold Standard means from where I sit – and it comes back to a simple question. What are you willing to give up? Feefo has spent 15 years making decisions that weren't the obvious choice. A model where every review links to a verified purchase.

Most businesses have a reasonable sense of how they're performing internally. Fewer know how that performance looks from the outside – relative to competitors, sector averages, and customer expectations they may not even be aware of. Industry benchmarking closes that gap. It gives you a reference point beyond your own data, so you can identify where you're genuinely strong, where you're losing ground, and where the biggest opportunities for improvement lie.