Iceland and The Perfume Shop among first companies to benefit from Feefo’s new AI technology


Global reviews and customer insights company Feefo is riding high on a wave of innovation, with companies such as Iceland and The Perfume Shop utilising its artificial intelligence-powered online reviews platform to gain unrivalled customer insight and make smarter business decisions.

Artificial intelligence powers the Feefo Smart Themes plug-in, which helps the customers of clients instantly find the precise information they’re looking for from reviews, in real-time.

It also drives the smart reporting tool, Performance Profiling, which offers unrivalled insights into product and service performance throughout the customer journey to give detailed understanding of strengths and weaknesses along with valuable business intelligence.

In June, Feefo announced its technology partnership with Google, cementing its position as a leader in review-based advertising with more than 20 clients already using its services, many achieving three or four-fold increases in click-through-rates. Clients include Fire Label Merchandising and The Travelwrap Company.

Using its powerful sentiment analysis technology, Feefo uncovers emotive keywords and phrases which are deployed to make adverts more relevant and persuasive at a lower cost-per-click.

“We have worked with Feefo since the beginning, firstly with their customer feedback platform and now we are using Feefo team to help manage our digital marketing strategy. Feefo have helped us refine and improve  our Google Ad words strategy for the UK and USA  and we now have a much clearer view  of  where we are achieving best results for the business. We are really enjoying working with the team at Feefo to maximise our ambitions digital growth, said Niamh Barker, managing director at The Travel Wrap Company.

The year has also seen the appointment of Neil Mcilroy as Feefo’s new Head of Product Innovation, leading the continued development of the company’s product portfolio. Neil has more than ten years’ experience creating digital experiences at major companies, StepStone and Auto Trader Group. “Feefo’s smart technology and its application in solving genuine customer problems is one of the key factors driving the success of our reviews platform,” said Neil. “Our new partnerships and commitment to bringing clients all the benefits of advanced technologies such as artificial intelligence makes Feefo a very exciting and forward thinking brand to work for.”

Among its key innovations within the year, Feefo also provided clients with an easier and faster route to customer insights and trends with the launch of its new Feefo Hub, which has been streamlined to optimise navigation and make responding to individual consumer feedback far simpler. Building on the success of its AI-driven products, Smart Themes and Performance Profiling, Feefo are investing further into AI and sentiment analysis with a commitment to deliver smart, agile and disruptive technology for brands and consumers alike.