The starting point
A skincare brand with strong repeat purchase but flat review counts: 28 reviews/month across 12 SKUs, mostly text-only. In beauty, listings with recent photo reviews convert up to 2x better — recency and imagery matter more than raw count.
What they ran
- Gift-card promotion (₹100 store credit) claimed via QR insert in every order.
- "Show your routine" photo prompt on the post-claim screen — an optional nudge, with the review ask staying neutral and unconditional.
- Day-14 follow-up for consumables, timed to when results show.
The numbers after 90 days
- Reviews: 28 → 41/month (+46%)
- Photo reviews: 9% → 31% of new reviews
- Repeat-purchase rate on insert SKUs up 11% — the store credit came back as orders
What mattered most
Timing. The day-14 ask converted 2.4x better than day-2 for serums and creams — customers review when they can see results. The insert still did the heavy lifting on volume; the follow-up captured the fence-sitters.