Total Fishing Tackle

lands improved average order value with Feefo

Case Studies


Total Fishing Tackle is a leading provider of fishing equipment, offering a huge range of quality products from top-level angling brands. Catering to every skill level from beginners to angling experts, its extensive collection of products sets the company apart from its competitors.

With customer experience at its core, its knowledgeable and passionate team offers the very best in customer service from its popular Essex store and on its website.


“Feefo allows us to be very transparent with our customers. Reviews and feedback are what makes our business, and Feefo has become a very prominent part of Total Fishing Tackle.”

Emily Pummell - Customer Service and Sales Manager



increase in average order value

The Challenge

Total Fishing Tackle knew its customers were happy with the service they were receiving. The company received great feedback across eBay, Google and its social media channels, but needed a platform to manage its customer reviews, as well as display them to potential shoppers.

The impressive range of products on offer also presented an unexpected challenge - with such a fantastic choice of equipment from a wide range of brands, shoppers were unsure of which products to choose. Feefo helped give Total Fishing Tackle the trust signals it needed to support customers in making more informed decisions and choosing the right products for them.


How Feefo has helped

After signing up with Feefo in November 2018, Total Fishing Tackle was finally able to show potential customers just how great its offering was, by displaying both service and product reviews on its website. Now customers get both a clear idea of the company and the individual products it sells too.

Giving customers the knowledge they need

Feefo’s product reviews mean that online customers have full visibility of the comments from previous purchasers, across the wide selection of products. Star ratings on the product pages give customers the opportunity to make informed decisions – so they can find the right product for their needs.

Total Fishing Tackle ensures that its customers know how important feedback is to the business. To build trust, and to show customers how closely the company works alongside Feefo, Total Fishing Tackle uses Feefo’s brand colours across its website and social posts. When customers receive their Feefo feedback request, they know it is legitimate and that their feedback is both important and appreciated in equal measure.

Showcasing amazing customer service

Customer reviews aren’t just useful for online shoppers. Using Feefo’s Insight Tags, Total Fishing Tackle can make changes to the business, all based on what its customers are saying. Tracking tags in each review reveals which departments are thriving and which need support. For example, tracking the tag ‘good prices’ within customer feedback told the purchasing team that their price changes were in line with customer expectations.

The results

Feefo had a positive impact on Total Fishing Tackle across the business:

  • Since implementing Feefo, the company has seen an increase in average order value. Customers now spend an average of 38% more per transaction, which has maintained since the introduction of Feefo in November 2018.

  • This uplift in sales resulted in the company having to increase the size of its warehouse and office staff to meet the demand - a great ‘problem’ to have.

  • Total Fishing Tackle has become so customerfocused that reviews now form part of the Customer Service team’s KPIs. The company sets annual targets for its customer feedback to make sure the business delivers the best service possible.

  • The company is the proud owner of a Feefo Platinum Service Award, which it uses across all its marketing activities to attract new customers and boost customer confidence.


Total Fishing Tackle’s review of Feefo

“Our Feefo reviews are something we’re immensely proud of here at Total Fishing Tackle, and we are in the running to win the Platinum Trusted Service Award for the third year. The service Feefo provides us with is outstanding.”

Emily Pummell – Customer Service and Sales Manager, Total Fishing Tackle

Flight Centre Canada

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