Donald Russell

uses Feefo reviews to prove it’s a cut above

Case Studies

The Challenge

For more than 40 years, the Aberdeenshire-based Donald Russell has been a highly successful mail order butchery business, supplying frozen produce to thousands of UK consumers. They wanted to increase engagement with their hugely loyal customer base in its direct-to-consumer business. Around 60% of their business is conducted over the telephone with between 2,000 and 2,500 orders dispatched to consumers each week.

Yet the business lacked any feedback or review platform where customers could post their opinions and ratings. Prospective customers visiting the website had no means of understanding just how successful the business is at meeting consumers’ expectations. Without a review platform, senior managers were also unable to gauge satisfaction for individual products or quality of service, including deliveries.


“Feefo has given us a fantastic new channel of engagement. There is actually a lot of emotion about what people order from us, which customers want to share. With more than 280,000 five-star reviews in six years, it’s just amazing how engaged our customers are. Feefo gives us a platform to show the world how good quality service and products have never gone out of fashion.”

Rob McFarlane, Director of Sales and Business Development



5-star reviews collected

The Solution

After considering the full range of review platforms, Donald Russell selected Feefo. Company managers were convinced Feefo’s invitation-only review system dovetailed perfectly with Donald Russell’s requirements and brand values.

In just a few weeks, Donald Russell integrated Feefo reviews into their website. Ratings and reviews are now posted prominently next to key call to action buttons on every product page, giving all potential customers the added confidence they need to make a purchase. Reviews further highlight their outstanding, award-winning products, adding the extra credibility that can only come from genuine customer opinions.


Feefo Gold Trusted Award 2019



Feefo service rating

The Results

Six years on from initial implementation and Donald Russell has collected a stunning 280,000 five-star reviews, earning themselves a Feefo Gold Trusted Service Award in 2019 for the exceptional service they provide every single customer. Some 86% of reviews about quality of service, and 78% of product reviews, achieve the maximum five-star rating, further proving the quality of both their customer experience and produce.

Off the back of receiving so much positive feedback, they are using the extra insight from each review to improve, and ultimately ace, their customer experience meaning concerns about negative feedback have all but disappeared.

Online searches for Donald Russell’s key products now feature the company’s high volume of five-star ratings, boosting customer confidence in their brand and click-throughs to their site.

Feefo has also become invaluable in the launch of new products, allowing managers to gauge early reaction and make necessary changes.

“Our experience has been really, really marvellous,” said Rob. “We have the most convincing customer advocacy possible and our relationship with Feefo will certainly continue.”

Rob McFarlane, Director of Sales and Business Development, Donald Russell


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