Have you heard about the Feefo Gold Trusted Merchant Award, given to top-rated retailers and based on genuine feedback from verified customers?


Some of you may remember that this time last year in early 2014 (actually a little sooner than this – but more on that in a minute) we shared some really exciting news: our web site had been awarded the status of Gold Trusted Merchant by the review site Feefo! Feefo is an independent review site which is used by many other leading online retailers. It provides a third-party service that people can refer to when purchasing so they know the level of service and product to expect. Their ratings are based entirely on reviews from previous online users so that customers can be confident in the impartiality of the ratings received. Feefo kept track of all the feedback received for our website orders over the preceding twelve months and then in January 2014 they contacted us to say that we had received an amazing positive average score of 97%, and therefore qualified for Gold Trusted Merchant status. This means that the award was based on all the positive feedback our web team had received throughout 2013 on Feefo from people like you, or possibly even you yourself, and we were thrilled.

Our web team worked really hard all through 2013 and especially at Christmas, which is always a massively busy time of year. At Christmas, we get lots of queries from people trying to find the perfect gifts for their loved ones. We can only show a selection of our huge range online so sometimes we have to work with the customer to find the right item. As you can probably imagine, this isn’t always easy – especially when you have people ringing up desperate for that ‘perfect present’ three days before Christmas! And, of course, we have to make sure everything arrives on time too. Our whole team worked really hard to make sure orders were being sent out as soon as possible and that all customers were kept up to date on any queries. To then have all that hard work recognised with such a positive response from our customers was amazing and a great start to 2014!

Of course, we didn’t want to rest on our laurels, especially as we were pretty sure we could do even better. After all our rating was only 97% and we wanted to go after that elusive extra 3%! So we got to work in 2014, aiming to make it our best year yet.

We introduced a few changes during 2014, little things you might not have even noticed. We worked on trying to make our site easier to navigate so people could find what they were looking for and we also added new details to many of our descriptions. These changes are still ongoing but we think they will make everything easier to use, as we are aiming to make browsing online on our website as simple as in one of our stores. For example, we tried to group similar products as they would be in a store, so you can find what you’re looking for as quickly and easily as possible.  We also did lots of work behind the scenes, including changing the way our team worked and how we processed orders and customer queries. The aim was to try and make everything work better to get orders out faster and to make sure customers received the high quality service and products they have come to expect from us.

Throughout all this work we made sure we kept one eye on the feedback we were receiving. It’s a great early indicator of what we are doing right and what we can work on to make things even better. After all, one of the main reasons we are doing this is to ensure that people, like you, who visit our site have an easy and enjoyable experience and are happy with the product and the service received. When people experienced problems, we did our best to fix them as quickly as possible and, whenever possible, worked hard to make sure those problems couldn’t happen again. We also kept track of the positive feedback to see what was working and how we could keep that moving forward, and we’re very happy to say that there was quite a lot of this. Not only did we get some great feedback on the products we sell (which is fantastic, because we love them too!) we’ve also been very well-rated for our customer service. This was mainly on a general level but sometimes, when a member of our team has gone the extra mile to make sure an order is just right, customers took the time to leave personal feedback too, which is lovely for the team member involved. It’s great to hear when we’re getting it right and whenever an individual is mentioned we always make sure it gets passed on, so that they know that their contribution has helped someone and been acknowledged.

In fact, our feedback was so positive that we received a rating of 99% on Feefo, an amazing result and one of which we were incredibly proud. We looked forward eagerly to being awarded the Feefo Gold Trusted Merchant Award once more, sure we had done enough. The middle of January rolled around, however, and then late January, and we still hadn’t heard from Feefo. We double-checked our figures – it all looked good. Still 99%. Still lots of positive reviews. Still no certificate. We waited a little longer… Still nothing.


Finally, however, we heard – and it was good news! Not only had our website received the Gold Trusted Merchant Award for the second year running, we had also improved upon last year with an overwhelmingly encouraging response from our customers! The news travelled fast, the whole team was ecstatic and now our two certificates are proudly and prominently displayed on the wall. They are there as a reminder to our team that people do notice good service, they do acknowledge it, and they do appreciate it. That all the hard work we do is noticed and many people do take the time to let us, and everyone else, know. It’s always a great moment for our team when someone takes the time to tell us that a gift was well-received or that their order arrived and it was just what they were looking for (and at a brilliant discounted price too!)

So we wanted to say thank you to everyone who took the time to leave us feedback and let us know that you were happy with our customer service and the quality of our products, resulting in our fantastic score of 99%. We’re even grateful to those who weren’t, as it shows us where we can improve and make ourselves better. Hopefully we’ll have even more good news to share over the coming year as we aim to complete our hat-trick. Bring on the rest of the year because we’re aiming for a 100% score by January 2016!