Trust isn’t built by brands. It’s built by customers.
The truth is simple: no matter how polished your campaigns are, customers trust other customers far more than they trust you. That’s why reviews, testimonials, and user-generated content (UGC) are some of the most powerful retention tools you can use.
Glossier’s playbook
Glossier has mastered this better than most. They don’t treat reviews as a compliance checkbox or something hidden at the bottom of a page. Instead, they put customer voices front and center, on product pages, in emails, across social media, and even in-store displays.
Fans are more than buyers, they’re co-creators. Glossier regularly reposts UGC, highlights everyday customers alongside influencers, and even incorporates customer stories into product launches. When shoppers see people like them raving about a lipstick shade or skincare routine, trust skyrockets.
Why it works
Reviews work on two levels. First, they convince new buyers that a product is worth trying. Second, they reassure existing customers that they made the right choice. That reassurance is powerful, it turns a simple purchase into confidence, and confidence into repeat behavior.
And when a customer sees their own review reposted? That’s a moment of recognition that no discount can buy. Suddenly, they’re not just a buyer, they’re part of the brand’s story. That bond creates loyalty that lasts.
The takeaway
Retention isn’t just about points programs or transactional incentives. It’s about recognition. When you amplify customer voices, you make them feel valued, seen, and celebrated.
Customers who feel heard don’t just return. They advocate. They tell your story, fuel word of mouth, and bring others with them.
Put your customers’ voices at the heart of your brand, and they’ll reward you with the one thing money can’t buy: trust.
