Case Study: Miles Kimball improves buying experience and lifts rating from 4.0 to 4.3 with Trustpilot

Miles Kimball uses reviews to improve their customers' buying experience

Miles Kimball, a catalog retailer since 1934 that has been shifting focus to online sales, faced the challenge of retaining loyal customers in a crowded e-commerce market. After seeing their Trustpilot score dip to 3.9, they analyzed more than 2,500 customer reviews to pinpoint why shoppers were unhappy and at-risk of taking their business elsewhere.

Working with Trustpilot’s reporting tools and Customer Success team, Miles Kimball identified delivery communication as a top driver of 1– and 2‑star reviews and changed shipping labels to include clear delivery windows (e.g., Economy 4–8 business days, Standard 3–6 days, Premium 2 days). That simple change reduced delivery- and service-related complaints and helped lift their overall Trustpilot score from 4.0 to 4.3.

Miles Kimball