COMMUNICATIONS BREAKDOWN
Our analysis of your Trustpilot reviews shows that when I Want One Of Those gets it right, reviewers really love the quality, choice and value for money of the products.
There are, however, issues relating to refunds, returns and communications from the company which are having a negative effect on your overall Trustpilot rating.
In this short briefing note, we have used our text analytics software to analyse your Trustpilot reviews to identify the topics that you excel on and those that you need to improve on.
What Customers Think
IWOOT’s Trustpilot feedback shows a clear competitive advantage in how it turns novelty into conversion. Customers describe a frictionless shopping journey – from a website that’s “easy to navigate” to a checkout process that feels quick and intuitive – creating an environment where impulse buys are actively encouraged. The product range is a major asset: a distinctive mix of quirky, unusual, and conversation-starting gifts that customers struggle to find elsewhere. This is coupled with well-judged promotional activity and “brilliant offers” that create a strong perception of value without eroding brand appeal. Crucially, free and fast delivery options are not just operational wins – they are central to the brand’s emotional proposition of being a clever, reliable go-to for gifting needs. Positive word of mouth (“love shopping with IWOOT”) shows that the brand’s identity is strong enough to prompt organic advocacy.
Operationally, IWOOT earns trust in high-stakes moments, such as last-minute gifting or seasonal peaks, by delivering products on time and in good condition. This reliability, combined with stock availability during critical trading windows like Christmas, strengthens its position as a dependable gifting partner. Where customer service interactions are positive, they provide swift reassurance and issue resolution, reinforcing brand trust and encouraging repeat custom. In essence, IWOOT’s sweet spot lies in the intersection of novelty, ease, and timeliness – a combination that not only wins first-time buyers but also builds the kind of habitual purchasing behaviour that drives long-term revenue growth. The opportunity now is to amplify these winning moments and operational strengths into a more consistent, signature brand experience.
Communications breakdown
Trustpilot feedback makes it clear that communications is IWOOT’s Achilles’ heel – and it’s getting worse. Mentions of email, live chat, messages, and customer service consistently pull ratings down to around 2 stars, well below the brand’s overall Trustpilot average of 3.7. More worryingly, our year-by-year analysis shows communications scores peaked in 2022 but have since been in steady decline, hitting just 1.45 in 2025. This trend suggests not just a static weakness, but an erosion of customer confidence over time. Poor responsiveness and generic or unhelpful replies are repeatedly cited, leaving customers feeling ignored at exactly the moments they need reassurance most. For a gifting-focused retailer where timing and trust are critical, this lack of effective two-way communication is undermining the very moments that could turn a one-off buyer into a loyal advocate.
Refunds and returns form the other major pain point – and here, the data is even more stark. When reviewers mention refunds, the average rating collapses to just 1.3 out of 5; for returns, it’s only marginally better at 2.1. The problem is not simply that some orders go wrong – that’s inevitable in retail – but that the recovery process is perceived as slow, awkward, and at times obstructive. Customers repeatedly describe having to chase updates, navigate unclear processes, and wait far too long for resolution. In an environment where competitor brands are turning seamless returns into a trust-building differentiator, IWOOT’s approach risks pushing dissatisfied customers directly into their rivals’ arms.
The opportunity here is clear: tackle communications and post-purchase service head-on, and the brand could unlock a rapid lift in loyalty, repeat purchase, and overall Trustpilot performance.
What to do next
Eliminating the communications and refund bottlenecks is a direct route to revenue growth. Every faster reply, resolved query, and seamless return keeps high-intent customers in the funnel instead of losing them to competitors.
By protecting conversion at these critical moments and amplifying proven strengths in product, value, and delivery, IWOOT can lift ratings, cut churn, and drive measurable gains in lifetime value – fast.