Music & Arts Manages Its Reviews to Drive More Traffic With Yext
Music & Arts is among the largest retail chains for band and orchestral instruments. But with hundreds of locations and a variety of offerings — music lessons and repair services in addition to instrument sales — managing its essential brand data across digital services presented a challenge. The brand also needed a scalable reputation management tool to monitor and respond to reviews across locations.
“Customer research shows that between 70 and 80 percent of customers are starting their research online. When a customer is going online to search for ‘music stores,’ Music & Arts will populate in the results,” said Renier Fee, Marketing Director at Music & Arts. “Here’s the thing: Our star rating also appears in those results. That is critically important to customers’ first impression of the services and products that we provide, and our average online-store rating of 3.64 in 2017 wasn’t cutting it. We set a goal to achieve a 4.0 rating in 2018.”
In working with Yext, Music & Arts’ first step was to leverage Listings in 2017 to seamlessly update essential business information like address, offerings, and operating hours across more than 100 publishers, including Google, Facebook, and Amazon Alexa, from a single dashboard. By improving listings consistency, Music & Arts generated a 68% increase in Google Search Views a year after launching with Yext — which allowed the brand to then focus on boosting positive reviews, with the goal of motivating online searchers to make an online purchase or an in-store visit.
With Yext Reviews, Music & Arts is able to pull in historical and new reviews, providing a single view into what customers are saying about the brand online across review sites. Music & Arts also leverages Review Monitoring and Analytics, which streamlines their process of assigning and responding to reviews. By gaining greater insights and engaging with customer reviews directly from a central hub, Music & Arts is able to create a better customer experience — driving more positive reviews.
Music & Arts leveraged Review Monitoring and Analytics at the start of 2018. By the end of the year, the brand had exceeded its goal for average star rating — and by streamlining its approach to responding to reviews, it saved many hours of labor in the process.
“I don’t have the time or the team to scour the web, find reviews, and respond to every single one. With Review Monitoring, Yext made that process so simple for us,” Fee said. “By prioritizing a positive in-store experience and actively soliciting feedback from happy, loyal customers, the result was that positive reviews skyrocketed by 87% in just one year. At the end of 2018, our average rating was 4.14.”
Since launching with Yext in early 2017, Music & Arts has experienced sustained YOY growth in average monthly Google Search Views. In 2017, growth was at 68% and this was followed by 44% growth in 2018.
Since launching with Yext in early 2017, Music & Arts has experienced sustained YOY growth in average monthly Google Customer Actions. In 2017, growth was at 29% and this was followed by 34% growth in 2018
In 2018, Music & Arts leveraged Review Monitoring and Yext Analytics to streamline their process of assigning and responding to reviews. As a result, positive reviews increased by 87% after one year and the average rating of locations increased by 0.53 stars.