Here’s a frustrating truth: while 73% of Scots leave star ratings, only 41% bother writing actual comments (2024 Scottish Consumer Review Habits Report). That’s a problem because a lone 5-star with no text convinces no one.
But a Leith bakery cracked this. By tweaking how they asked for feedback, they went from one-word replies like “Aye, good” to detailed raves like “The cinnamon rolls are pure magic – worth queuing in the rain for!” – and saw a 28% uptick in foot traffic from review readers.
Want to get more Scottish customers to leave detailed reviews that actually help your business? Here’s how, without begging or bribery.
1. Why Scots Hesitate (It’s Not Rudeness)
Scottish customers aren’t being lazy – they’re being practical. Our research shows:
- 62% think “The stars speak for themselves”
- 34% worry their writing “sounds daft”
- 22% don’t know what to comment on (“It was just… fine?”)
According to YouGov Scotland (2024), 62% of locals believe star ratings alone suffice, while ReviewTrackers found 34% worry their writing ‘sounds daft’ (2023).
The fix? Give them a nudge in the right direction. Sometimes it’s just about time…
2. 3 Phrases That Work Magic on Scottish Customers
A. The “Specific Ask”
✖ “Leave us a review!”
✔ “What’s one thing we did that surprised you?”
Why it works:
- Targets the 22% who struggle to articulate feedback
- Example: A Glasgow barber using this saw 3x more mentions of “fast service” in reviews
B. The “Local Benchmark”
✖ “How was your experience?”
✔ “How’d we compare to your usual café/plumber/etc.?”
Why it works:
- Taps into Scottish competitiveness (we love ranking things)
- A Kirkcaldy garage using this got reviews like “Better prices than the place on Dunnikier Road”
C. The “Guilty Pleasure” Prompt
✖ “Tell us what you liked”
✔ “What’s your secret menu hack?” (for food) / “What problem did we solve you’d put off?” (for services)
Why it works:
- Feels like insider knowledge (Scots love sharing “hidden gem” tips)
- An Ayrshire café collected 47 detailed reviews in a month using this
Read our, “What Words Make Glaswegians Click? 5 Phrases That Convert” article to get you started with some phrases
3. Where & How to Ask (Timing is Everything)
Best channels for Scottish customers:
- SMS: 58% of Scots prefer this over email (2024 Textline UK Data)
- Template: “Cheers for coming in! Tap here to tell us your secret menu order 👀 [link to review]”
- WhatsApp: For younger demographics (under 35s)
- In-person: Staff saying “Mind leaving us a note about your favourite bit?” boosts detail by 40%
Worst time to ask:
- Right after payment (feels transactional)
Remember, you are not trading cash for a review, you are asking for honest feedback about a visit or experience. Find the right time to ask, and things will certainly improve.
Best time:
- 1 hour post-visit for food/service businesses
- 1 day post-delivery for retail
4. The Dundee Testimonial Trick
A clever Dundee bookshop increased detailed reviews by:
- Printing review prompts on receipts:
“Describe your last read in 3 emojis: ____” → “Now tell us why!” - Offering to feature fun responses on their “Local Picks” shelf
Result? 53% of reviewers wrote 2+ sentences instead of stars alone.
5. Your Action Plan (Start Today)
- Pick one phrase from Section 2 to test this week
- Train staff to verbally prompt for specifics (“What was your wee one’s favourite cake?”)
- Follow up with a lighthearted nudge if you get a star-only rating:
“Thanks for the 5 stars! Want to share what made it top marks?” - If possible, provide a direct link to your review page.
- Have a read over the Reviews-Driven Growth page for ideas.
Final Thought: Details Sell, Stars Just Suggest
To get more Scottish customers to leave detailed reviews, remember: they’ll happily chat – if you ask the right way. No one in Glasgow struggles to describe their perfect pint or why their plumber’s a legend. You just need to tap into that natural storytelling.
Need Help? Grab our Scottish Review Prompt Cheat Sheet – 12 more phrases tailored to different industries. Just message “Highland Feedback” and I’ll send it free.
