Micromania: from 1.5 to 3.8 on Trustpilot in 3 weeks

Micromania is France's gaming leader with 350 stores. Online, a 1.5★ Trustpilot rating signalled a clear problem: no structured review collection, satisfied customers staying silent, and only the dissatisfied bothering to write.

Bazaarvoice was already in place for product reviews. But brand reviews on Trustpilot, the ones prospects check before deciding where to buy their console or game, weren't being addressed. The 1.5 rating didn't reflect the actual customer experience. It reflected a selection bias.

When a group acquired Micromania, digital reputation moved up the priority list. A 1.5★ on the platform buyers check first was a concrete business problem.

The technical challenge was real. Bazaarvoice was already connected to online purchases for product reviews. The goal was to collect for Trustpilot without contacting the same customers twice, while respecting email opt-outs from other platforms.

Review Collect set up two complementary flows: customers who hadn't responded to Bazaarvoice received a WhatsApp and email sequence targeting Trustpilot. Direct contacts could also be approached earlier, before Bazaarvoice. Opt-out management and coordination between the two platforms were integrated from onboarding.

After the first send of the 3-message sequence, the rating went from 1.5 to 2.1. The engine was running. Two people manage the whole operation for 350 stores.