The change in the market and the coronavirus has also affected robotic vacuum cleaners and their sales strategy. With the arrival of competitors, iRobot realised the value of reviews and wanted to get them with the help of Testuj.to. To do this, we used the Ženy s.r.o. community, where we had shared 6 products in order to get objective feedback. Testing with microinfluencers resulted in 135 authentic reviews and tester engagement on social media.
Gone are the days when it was enough to go to trade fairs and present products directly to customers. Reviews were not necessary at that time. That changed with the passing of trade shows and the arrival of competition in 2018, when iRobot had to turn its attention to collecting quality feedback. The change in the market has underlined the importance of reviews and increased the importance of social media engagement. It was common for iRobot to receive approximately 100 reviews for every 10-20k products sold. This had to change.
The goal was clear. To stir up communication with customers and collect as many authentic reviews as possible. We selected 6 products, let them be borrowed between testers and waited for the requested reviews. iRobot got a lot more. In addition to the new reviews on Heureka, we also managed to engage microinfluencers on social media and encourage business partners who were motivated by working with Heureka.