What Happened
Yelp is launching a “Yelp Knowledge” program to help brands with multiple store locations get a more comprehensive idea of what their customers are saying online. Brands that join this program will gain access to Yelp’s dataset of “over 100 million reviews and 12 years of historical data for local analytics and insights.” The company is also expanding the group of third-party companies that can directly access its complete reviews data, adding Medallia, Reputology, and Revinate to the list.
What Brands Need To Do
According to a recent study by Google, 74% of local searches result in same-day store visits and 28% of those searchers made a purchase. As an integral part of the local search ecosystem, Yelp reviews have a strong impact on how local businesses are perceived by prospective customers. Therefore, this new program and extended third-party service access should come as welcome news for brands that manage multiple locations, particularly those in the QSR and retail verticals, to tap into Yelp’s vast dataset of customer feedback to identify and act on opportunities for improvements at each store.
Source: Marketing Land