AboutNigel Apperley
Contact details
Nigel Apperley
CEO
Trustist
Marketing
I’m Nigel, the founder and CEO of Trustist, a company I founded in 2014. At the time I was the director of E-commerce at Kwik-Fit and had previously held senior positions at Slendertone, Waterford Wedgwood Royal Doulton and Canon Europe. I also started Internet Cameras Direct in 1999 and grew the business from nothing to a turnover of over £20m before selling to a French company.
During my time at Kwik-Fit, I wanted to know if there was a correlation between customer reviews and increased revenues. My experiences of the platforms I tried did not suggest that there was, so I chose to run my own experiment with 40 of Kwik-Fit’s 800 centres in which we focussed on collecting Google reviews and displaying them back to customers on the Kwik-Fit website and on the TV screens in the branches.
The 40 branches involved saw an average increase in revenue of over 50% through this experiment and I quickly realised that this could help other businesses to get these kinds of results, which is when I decided to leave Kwik-Fit to set Trustist up.
The theory was correct and Trustist now has thousands of clients across the world who are getting more website traffic and more sales through collecting their customer reviews and using them to get stars in natural Google search results.