Outdoors enthusiasts and knife lovers travel from far and wide to visit Smoky Mountain Knife Works’ famous showroom in Sevierville, Tennessee. While there, customers enjoy seeing products firsthand and getting their questions answered by product experts in store.
As they’ve continued to build their eCommerce presence, Smoky Mountain Knife Works has continued to look for opportunities to show their well-loved expertise and customer service to their online shoppers.
Smoky Mountain Knife Works chose Yotpo to help them improve the quality and frequency of their reviews, improve their customer service experience, and to encourage more user generated content.
Prior to using Yotpo, Smoky Mountain Knife Works was using Magento’s built-in review system. While it provided basic functionality for displaying reviews on products, there was much to be desired in putting this data to use. For example, they wanted the ability to reply to customer questions and replies, but with the choice to do so publicly or privately.
Many of Smoky Mountain Knife Works’ products are categorized as weapons, so they’re unable to be advertised on Google or Facebook. This makes organic traffic a vital part of their marketing strategy. Reviews have been proven to be a significant component in improving search ranking and appearance for eCommerce businesses.
Smoky Mountain Knife Works needed a review system that went beyond star ratings. They wanted to add depth to the data gathered in reviews and they wanted a tool that would help them strengthen their relationships with shoppers. Smoky Mountain Knife Works hoped to see more reviews come in and to improve the quality of the reviews on their site.
At the time of implementation, Smoky Mountain Knife Works carried 17,000 products online and were actively adding more. They feared a challenging implementation that was costly and time consuming. Having expert guidance and a smooth installation was a key objective.
In a short amount of time, Smoky Mountain Knife Works was able to move from using the built-in Magento Reviews to having a rich user generated content environment with Yotpo.Yotpo was one of the most streamlined implementations that Smoky Mountain Knife Works has ever had. Yotpo worked with Classy Llama and Smoky Mountain Knife Works to support an easy transition. Additionally, Smoky Mountain Knife Works has a staging environment inside of Yotpo that gives them the ability to test changes and new features without affecting their real data.
Smoky Mountain Knife Works also connected Yotpo to their Klevu site search. This allows them to use reviews and ratings as a ranking factor in search.
As soon as Yotpo was implemented, Smoky Mountain Knife Works started collecting reviews and that waterfall of user info has not stopped since.
IThe user generated content Yotpo has brought in makes Smoky Mountain Knife Works users feel more at ease using their site. With 47% of site visitors interacting with Yotpo assets, they’ve clearly become a key part of the site experience. Not only that, Yotpo is also having a direct impact on their sales: 4% of Smoky Mountain Knife Works customers order after engaging with Yotpo content.
The Yotpo implementation empowered Smoky Mountain Knife Works to use their review platform as a space for customer interaction. They now have a full-time employing fielding questions from users on Yotpo and responding to low reviews to learn more and make things right when necessary. This transparency is essential to the Smoky Mountain team and it has helped them build loyalty with their customers.
Using Yotpo to field questions and reach out to reviewers has reduced the burden on Smoky Mountain Knife Works customer service over the phone. Not only are they proactively reaching out to customers before a call comes in, they’re preventing new calls and questions by creating better product descriptions based on actual user questions.
Smoky Mountain Knife Works believes Yotpo has helped improve their search appearance, too. They’ve steadily seen organic traffic increase since installing it.