Masumi Headwear build consumer and B2B trust with Feefo’s feedback platform

<!doctype html><html lang="en-gb"><head> <meta charset="utf-8"> <title>Masumi Headwear build consumer and B2B trust with Feefo’s feedback platform</title> <link rel="alternate" href="https://business.feefo.com/customer-stories/uk/business/customer-stories/how-masumi-built-trust" hreflang="x-default"> <link rel="shortcut icon" href="https://business.feefo.com/hubfs/FaviconQuoteMark-01.png"> <meta name="description" content="Discover how Masumi Headwear leveraged Feefo's customer feedback platform to drive growth, enhance customer trust, and secure prestigious partnerships. Masumi has used verified customer reviews to boost sales, improve product offerings, and achieve multiple Feefo Trusted Service Awards. 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-webkit-transform: rotate(90deg); -ms-transform: rotate(90deg); transform: rotate(90deg); } } @media (min-width: 910px) { .submenu.level-2 { left: 0; display: grid; grid-auto-flow: column; grid-template-rows: repeat(1, auto); } } @media (max-width: 910px) { input[type="checkbox"]:checked ~ .submenu { display: grid; grid-auto-flow: column; grid-template-rows: repeat(32, auto); opacity: 1; } } @media (max-width: 420px) { input[type="checkbox"]:checked ~ .submenu { display: grid; grid-auto-flow: column; grid-template-rows: repeat(30, auto); opacity: 1; } } </style> <link rel="stylesheet" href="https://business.feefo.com/hs-fs/hub/5707407/hub_generated/module_assets/164746605440/1713368215803/module_164746605440_SaaS_-_Header_Search.min.css"> <style> .elements-overlay-search input[type=text] { font-size: 32px; background: transparent; background-position: top right 0; background-repeat: no-repeat; border: none; border-radius: 0px; border-bottom: 2px solid #BDBFD1; box-shadow: none; padding-bottom: 50px; 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Headwear build consumer and B2B trust with Feefo’s feedback platform"},"url":"https:\u002F\u002F39666904.fs1.hubspotusercontent-na1.net\u002Fhubfs\u002F39666904\u002Fraw_assets\u002Fmedia-default-modules\u002Fmaster\u002F406\u002Fjs_client_assets\u002Fassets\u002FBlogAudioModule-B2Y1_Oi2.js","supplementalFieldValues":{"translations":{"emptyPlaceholder":{},"playAudio":{},"aiGeneratedTooltip":{},"loading":{},"play":{},"pause":{},"skipBackward":{},"skipForward":{},"seekBar":{},"seekBarSlider":{},"elapsedTime":{},"volume":{},"volumeControls":{},"mute":{},"unmute":{},"playbackRate":{},"speedUpPlayback":{},"slowDownPlayback":{},"error":{}}}}]; if (Array.isArray(window.__islands)) { window.__islands.push(...newIslands); } else { window.__islands = newIslands; } </script> <link rel="modulepreload" crossorigin href="https://static.hsappstatic.net/cms-js-static/ex/js/react/v18/react-combined.mjs"> <script type="module" crossorigin> import { initConfigSingletonFromJSON, setupIslandHydration } from "https://static.hsappstatic.net/cms-js-static/ex/js/island-runtime/v1/island-runtime.mjs" initConfigSingletonFromJSON(window.__hsEnvConfig) setupIslandHydration(); </script> </div> <div class="customer-stories-flex"> <div class="customer-stories-col"> <h1 class="elements--post--blog__title"><span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text">Masumi Headwear build consumer and B2B trust with Feefo’s feedback platform</span></h1> </div> <div class="customer-stories-col"> <img class="elements--post--blog__image" src="https://business.feefo.com/hubfs/Masumi_case%20study_cover%20image_large.png" loading="lazy" alt=""> </div> </div> </div> </div> <section class="content-wrapper"> <div class="container-fluid elements--post2--blog--main__content"> <div class="row-fluid-wrapper"> <div class="row-fluid"> <div class="span12 widget-span widget-type-cell " style="" data-widget-type="cell" data-x="0" data-w="10"> <article> <div class="elements--post2--blog--body"> <span id="hs_cos_wrapper_post_body" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="rich_text"><article class="HeroCarouselContainer-feefo-ui__sc-1e8cgty-0 iXaByJ sc-48f6ef20-0 bsMLlA"> <div class="swiper swiper-fade swiper-initialized swiper-horizontal swiper-pointer-events swiper-watch-progress SwiperComponent-feefo-ui__sc-14isyae-0 chrVFe"> <div class="swiper-wrapper" id="swiper-wrapper-7175d151c2e3d477" aria-live="off" style="cursor: grab; transition-duration: 0ms;"> <div class="swiper-slide swiper-slide-duplicate swiper-slide-duplicate-active swiper-slide-prev HeroCarouselSwiperSlide-feefo-ui__sc-1e8cgty-1 czUjGh" data-swiper-slide-index="0" backgroundcolour="#9D9BFC,#FFFFFF" gradientcolour="unset" height="calc(100vh - 134px)" role="group" aria-label="1 / 1" style="width: 1424px; transition-duration: 0ms; opacity: 1; transform: translate3d(0px, 0px, 0px);"> <div media="[object Object]" class="HeroContainer-feefo-ui__sc-138jez-0 eMfDes sc-98b18f2f-0 eNLMNf"> <div class="HeroTextContainer-feefo-ui__sc-138jez-1 kWiiCk"> </div> </div> </div> </div> </div> </article> <div class="Grid-feefo-ui__sc-1j1e3zr-0 GridContainer-feefo-ui__sc-1wweixc-0 kjHKLB sc-c8027c7d-1 cGzkcD"> <div class="Row-feefo-ui__sc-1j1e3zr-1 RowContainer-feefo-ui__sc-1wweixc-1 cgXKlN jzDiJE"> <div class="Col-feefo-ui__sc-1j1e3zr-2 ColContainer-feefo-ui__sc-1wweixc-2 dlwaWP"><span data-contrast="auto" style="letter-spacing: -0.1px;">When </span><a href="https://www.masumiheadwear.com/" style="letter-spacing: -0.1px;" rel="noopener" target="_blank"><span data-contrast="none">Masumi Headwear</span></a><span data-contrast="auto" style="letter-spacing: -0.1px;"> was first established, they knew that reviews would be critical for social proof. But they also knew the value that insights contained in feedback could provide the company as it grew. After investigating several options for collecting feedback, Masumi Headwear decided to work with Feefo. Since joining, insights from customer feedback have enabled them to identify quick wins to help boost sales, as well as using their excellent feedback to help them stand out to B2B clients. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}" style="letter-spacing: -0.1px;"> </span></div> <div class="Col-feefo-ui__sc-1j1e3zr-2 ColContainer-feefo-ui__sc-1wweixc-2 dlwaWP"><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}" style="letter-spacing: -0.1px;"> </span></div> </div> </div> <div class="RichTextContainer-feefo-ui__sc-rpiejy-0 gmGOSx sc-79315a35-1 czSTPy"> <p><span data-contrast="auto">Since the company launched in 2015, Masumi Headwear have grown into a successful specialist headwear company based in Manchester, and sell to customers around the world. Owner Ali Nowroozi, used to work in the wig industry and was inspired to make more fashionable headwear for people with hair loss after realising the lack of stylish options there were available. There was an opportunity to provide fashionable, seasonal headwear, which would allow customers with hair loss to access more stylish hats, scarves, turbans, and wigs that suited their personal style. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p><span data-contrast="auto">Great products and great service aren’t enough to encourage people to buy; they need assurance that the product is good, and business trustworthy. Customer feedback is seen as more reliable when it is collected via an impartial third party.</span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <ul> <li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" aria-setsize="-1" data-aria-posinset="1" data-aria-level="1"><span data-contrast="auto">96% of UK consumers read reviews before they purchase</span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></li> </ul> <ul> <li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1"><span data-contrast="auto">70% of UK consumers who read reviews say they would trust reviews more if they knew they were from verified customers</span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></li> </ul> <ul> <li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1"><span data-contrast="auto">79% of customers put as much weight on online reviews as they would on personal recommendations</span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></li> </ul> <p><span data-contrast="auto">When the customer is looking for products to use during emotionally difficult times such as fighting cancer, they need to be even more confident in their choice, and that they will receive good service if they need to arrange an exchange or refund.  With brand trust and peer recommendation being so critical, it was clear that collecting feedback and sharing reviews would be necessary to build trust with customers. This means that reviews that come directly from people who have bought from the company, and used the products would be even more crucial. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <h4 aria-level="2"><span data-contrast="none">The impact of customer feedback</span><span data-ccp-props="{"134245418":true,"134245529":true,"201341983":0,"335559738":160,"335559739":0,"335559740":279}"> </span></h4> <p><span data-contrast="auto">At Feefo, we know the power that great customer feedback can have, but Masumi Headwear saw the impact for themselves. When they added reviews to their product pages in the US, customer orders increased immediately, and have </span><span data-contrast="none">grown by almost 80% since that time. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p><span data-contrast="auto">The team at Masumi Headwear actively engage with customers when they leave a review. Even a simple thank you message demonstrates that the business is trustworthy and values their customers – which is illustrated in our </span><a href="https://business.feefo.com/en-us/resources/business-insights/the-consumer-benchmark-from-transactional-to-value"><span data-contrast="none">Consumer Benchmark</span></a><span data-contrast="auto"> report. A massive 97% of consumers are more likely to repeat purchase from a merchant that replies to reviews, which means the small amount of time it takes to reply is well worth the investment. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p><span data-contrast="auto">But it isn’t just consumers that rely on reviews to recognise whether a brand is worth their time and money; B2B customers do too. As a result of collecting and displaying customer feedback, Masumi found themselves working with NHS and Macmillan. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p style="text-align: center; font-size: 16px;"><em><span style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">“</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">We promote our Feefo reviews on our website</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;"> and on our social media platforms, as well as</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;"> on our banners, and website leaflets. We are </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">very proud</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;"> t</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">o </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">have </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">been awarde</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">d a </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">Platinum </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">Trusted Service Award</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;"> in 202</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">4</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">, as we feel it rewards our efforts, and </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">demonstrates</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;"> to customers that we are a </span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">business they can trust</span><span data-ccp-parastyle="Quote" style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">.</span><span style="color: #000000; font-family: Aeonik, sans-serif; letter-spacing: 0px; text-align: center;">”</span></em></p> </div> <div class="sc-11cfca73-0 eWCewJ"> <div class="Grid-feefo-ui__sc-1j1e3zr-0 kjHKLB sc-11cfca73-1 gcBiUt"> <div class="Row-feefo-ui__sc-1j1e3zr-1 RowContainer-feefo-ui__sc-1vdxh5q-0 cgXKlN fOSrTw RowContainer"> <div data-aqa-id="quote-text" class="Col-feefo-ui__sc-1j1e3zr-2 TextColumn-feefo-ui__sc-1vdxh5q-2 dlwaWP gtLqQg"> <p class="NameContainer-feefo-ui__sc-1vdxh5q-4 nOnMs" style="text-align: center;"><em><span data-contrast="none" xml:lang="EN-GB" lang="EN-GB">- Ali Nowroozi, Founder, Masumi Headwear</span> </em></p> <h4 aria-level="2"><span data-contrast="none">How customer feedback has informed the Masumi Headwear business</span><span data-ccp-props="{"134245418":true,"134245529":true,"201341983":0,"335559738":160,"335559739":0,"335559740":279}"> </span></h4> <p><span data-contrast="auto">Masumi Headwear are happy to receive feedback that praises the quality of their products, how easy the website is to use, and so on. The team recognise that great reviews indicate that they are doing things well, but more importantly, it allows them to listen to customers and make positive changes to the business. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p><span data-contrast="auto">A great example of being able to make a change due to feedback was when a customer asked about a VAT change on the website. </span><strong><span data-contrast="auto">Cancer patients don't have to pay VAT on their wig purchases, and when a customer left feedback asking if this could be implemented on the Masumi Headwear website, they were able to do so immediately. </span></strong><span data-contrast="auto">Considering that this would be a way to make life</span><span data-contrast="none"> </span><span data-contrast="auto">easier for people at a particularly difficult time, this was a valuable insight. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p><span data-contrast="auto">On the rare occasion that the business received negative feedback, they have been able to identify it as being with their courier or postal service. To allow customers to receive customer service, they have made several communication channels available, including WhatsApp. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <div id="hs_cos_wrapper_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <div class="elements-div-module_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6 "> <div class="elements-div-column_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6" data-aos="fade-up" data-aos-once="true" data-aos-duration="400" data-aos-delay="0"> <div class="elements-module-image_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6"> </div> <div class="elements-module-text_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6"> <div id="hs_cos_wrapper_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="inline_rich_text" data-hs-cos-field="text"><h4 aria-level="2"><span data-contrast="none">The reward for great products and service</span><span data-ccp-props="{"134245418":true,"134245529":true,"201341983":0,"335559738":160,"335559739":0,"335559740":279}"> </span></h4> <p><span data-contrast="auto">Since joining Feefo, customer feedback for Masumi Headwear has been consistently excellent, with many five-star reviews from satisfied customers. Their feedback has also supported them when making connections with organisations such as the NHS, Macmillian Cancer Support, and Alopecia UK. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p><span data-contrast="auto">As their customer feedback has been consistently high, it’s unsurprising that the company have received awards for both products and services.  Masumi Headwear achieved a Feefo Gold Trusted Service Award in 2021 and 2022, and received the Platinum Award in both 2023 and 2024. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p></div> </div> </div> <div class="elements-div-column_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6" data-aos="fade-up" data-aos-once="true" data-aos-duration="400" data-aos-delay="0"> <div class="elements-module-image_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6"> <img src="https://business.feefo.com/hubfs/Platinum%20Trusted%20Service%20Award%202024%20-%20Social%20-%201x1.jpg" alt="Platinum Trusted Service Award 2024 - Social - 1x1" loading="lazy" style="max-width: 100%; height: auto;"> </div> <div class="elements-module-text_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6"> <div id="hs_cos_wrapper_widget_052c5825-ea12-4f5c-9cfe-c493d13f3ff6_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="inline_rich_text" data-hs-cos-field="text"></div> </div> </div> </div> </div> <h4 aria-level="2"><span data-contrast="none">Masumi Headwear: The future </span><span data-ccp-props="{"134245418":true,"134245529":true,"201341983":0,"335559738":160,"335559739":0,"335559740":279}"> </span></h4> <p><span data-contrast="auto">The team at Masumi Headwear have seen the benefit of collecting customer feedback with Feefo. With that in mind, they intend to continue to make improvements and refinements to their business by listening to their customers. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> <p style="text-align: center;"><i style="letter-spacing: -0.1px;"><span data-contrast="none">“Our manager at Feefo has been brilliant, and we can resolve any issue with them, from understanding our insights to integrating with our tech stack – the support that we have received has been outstanding.” </span></i><span data-ccp-props="{"201341983":0,"335551550":2,"335551620":2,"335559738":160,"335559739":0,"335559740":279}" style="letter-spacing: -0.1px;"> </span></p> </div> </div> </div> </div> <div class="sc-cfe73926-0 iEzodX"> <div class="sc-9089ffd6-2 hvMNYA"> <section class="LayoutGridContainer-feefo-ui__sc-18xstex-2 hpKzNV"> <p style="text-align: center;"><i><span data-contrast="none">- Ali Nowroozi, Founder, Masumi Headwear</span></i></p> <p><span data-contrast="auto">With the help of customer insights collected with Feefo, Masumi Headwear are certain to go from strength to strength for many years to come. </span><span data-ccp-props="{"201341983":0,"335551550":6,"335551620":6,"335559739":0,"335559740":276}"> </span></p> </section> </div> </div></span> </div> </article> </div> </div> <div class="row-fluid-wrapper"> <div class="row-fluid"> <div class="span12 widget-span widget-type-cell elements--post--blog--author__container" style="" data-widget-type="cell" data-x="0" data-w="12"> <div class="cards__card elements--post2--blog--author__card"> <div class="row-fluid-wrapper"> <div class="row-fluid"> <div class="span4 widget-span widget-type-cell elements--post2--blog--card--author__image--container" data-widget-type="cell" data-x="0" data-w="4"> <a class="author-link" href="https://business.feefo.com/customer-stories/author/admin"> <img alt="Admin" class="elements--post2--blog--card--author__image" src="https://business.feefo.com/hubfs/2024%20Website%20Assets/Company%20Content%20Type/Refer%20a%20client%20assets/Over_6000_brands%20icon.svg"> </a> </div> <div class="span8 widget-span widget-type-cell" data-widget-type="cell" data-x="4" data-w="8"> <div class="elements--post--blog--card--author__display__name__social--container"> <a class="author-link" href="https://business.feefo.com/customer-stories/author/admin"> <h3 class="elements--post2--blog--card--author__display__name">Admin</h3> </a> </div> <p style="margin-bottom: 16px;">Founded in 2010, Feefo is a ratings and reviews platform that collects reliable and constructive reviews for thousands of clients worldwide. 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