Independent retailers are being urged not to fear negative customer reviews, with new evidence showing that embracing feedback – both good and bad – can drive significant business growth and improved customer relationships. The first episode in the second series of the British Independent Retailers Association’s (Bira) High Street Matters podcast – Building Trust – Why Customer Reviews Matter for Independent Retailers – explores this key topic.

In this insightful episode, Alicia Skubick, chief customer officer at customer feedback platform Trustpilot, joins Bira CEO Andrew Goodacre in conversation with host Claire Leigh, a former shop owner. “We talk about a bad review being the start of a better business, because it gives you a chance to interact with your customers and look at how you can improve the service you offer,” says Skubick.

The episode includes examples of how customer feedback transforms businesses

Goodacre shares how a wedding dress shop owner discovered through customer feedback that her changing area environment was putting people off. After simple improvements, including music and better facilities, the business saw sales increase by 50%.

Elsewhere, discussions highlight the unique advantages independent retailers have over larger chains in building customer relationships, as Goodacre explains. “Independent retailers can really work on that relationship and be a bigger part within that community. That local knowledge and ability to connect with customers is a unique selling proposition that distinguishes the smaller shop from the large chain.”

The impact of peer reviews on consumer purchasing decisions

Skubick also shares that peer reviews significantly influence consumers’ purchasing decisions, with UK customers up to six times more likely to click on an online advertisement with the Trustpilot logo and stars than the same ad without. Her advice to retailers is to start simple: “Make sure you’ve claimed your profile page on Trustpilot, make it customised to reflect your brand, then start automating the invites. Use QR codes or email – just start asking for those reviews at the right moment in their journey.”

The episode provides practical guidance on encouraging reviews, responding to negative feedback professionally, and leveraging customer insights for business improvement, whilst emphasising that incentivising reviews with discounts violates platform policies and compromises authenticity.

To listen to the full episode and others in the series, search for High Street Matters on your podcast platform. For further information on Bira, please click here.