Brand Conversations Superfeet

See how Superfeet used expert reviews and product sampling with ExpertVoice to launch a new line, connect with niche audiences and gather authentic reviews that drive retail and e-commerce success. You can watch the full webinar here, but we’ve also highlighted some key takeaways for quick insights.

Superfeet’s strategic growth with ExpertVoice

Superfeet’s journey with ExpertVoice started more than a decade ago as a way to train retail associates and generate revenue through their pro channel. Over time, they discovered the power of expert reviews — nearly 4,000 authentic reviews had accumulated on the platform. This performance, coupled with new ExpertVoice offerings, led to an expanded partnership over the years.

Reaching hard-to-target audiences

Initially focused on the run specialty market, Superfeet turned to ExpertVoice to connect with new audiences for their Work line, like first responders and construction professionals. They received nearly 250 applicants and selected the top 150, giving them direct access to these hard-to-reach groups through a targeted product sampling campaign.

Effective product sampling that feels 'effortless’

Superfeet’s first ExpertVoice sampling campaign targeted professionals in law enforcement, fire, rescue and construction. They gathered 200 detailed reviews and social posts, 73% of which included user-generated photos. Reviews were found to be 3x longer than non-incentivized ones, offering in-depth insights. The team plans to make sampling a key part of their strategy moving forward.

The value of expert reviews

For products like insoles, expert reviews are essential to help customers understand performance and fit. Superfeet syndicated these reviews via Yotpo integration on their e-commerce pages, building trust at a crucial stage in the buyer journey. Here’s one of their favorite reviews, submitted by a firefighter.

Maximizing results with cross-team collaboration

By involving their entire team in the ExpertVoice platform, Superfeet unlocked its full potential as a revenue driver — quadrupling sales on the site in just five years. Marketing leveraged UGC, product teams used detailed feedback to guide development and tools like Flash Deals helped clear inventory and boost pro sales. ExpertVoice became a one-stop shop for everything from sampling to review syndication.