How to get more Google reviews for your running store

Run specialty has an edge here. A good fitting takes time, solves a real problem and sticks with the runner. That is what makes people willing to write about it. The work is asking every time.

How do I get my Google review link and QR code?

Google gives every Business Profile its own review link and QR code. Here are Google’s current steps:

1. On a computer, sign in to the Google Account that manages your profile and go to your Business Profile.
2. Select Read reviews, then Get more reviews.
3. To copy the link, select Copy.
4. To save the QR code, right-click it and select Save image as.

Google says review QR codes can only be generated in a computer browser, not on a phone. Customers must be signed in to a Google Account to leave a review, though they can create one with a non-Gmail address.

If you have more than one store, repeat this for each location. Each profile has its own link, and a review on the wrong store does nothing for the store that earned it.

When should a running store ask for a Google review?

Google’s own suggestions are to share the link on receipts, in thank-you emails, at the end of a chat and on a printed QR code in the store. For a running store, three moments work best.

At the end of the fitting

The best moment is when the runner has jogged in two or three pairs, picked the one that feels right, and you’ve explained why. Close with something simple: “If the fitting helped, we’d love an honest review on Google. The card has a QR code.”

Then hand over a small card with the QR code and let them do it later. Google’s policy says merchants should not require or pressure customers to leave ratings or write reviews while on the premises. A card at checkout is fine. Standing over someone while they type is not.

On the receipt

Put the review link or QR code on every printed and emailed receipt. Shopify POS lets you customize printed receipts with text fields and image uploads, so add a short line and the QR code image.

In a follow-up email after the first runs

A runner knows more about a shoe after a week than at the register. Send a short email a few days after purchase asking how the first runs went, with the review link. Send it to every customer from every location, using the link for the store they bought at.

Can I offer incentives for Google reviews?

No. Plenty of “review contests” look harmless and still break the rule.

Google doesn’t allow merchants to offer incentives, such as payment, discounts, free goods or services, in exchange for posting any review, or for changing or removing a negative one. It doesn’t matter whether you ask for a positive review. Any incentive is out.

If Google finds a violation, it can remove the reviews and also restrict the profile: block new reviews for a set period, unpublish existing reviews for a set period, or show customers a warning that fake reviews were removed.

US federal law covers this too. The FTC’s rule on consumer reviews and testimonials took effect on October 21, 2024. It bans giving compensation or other incentives conditioned on reviews expressing a particular sentiment, positive or negative, and lets the FTC seek civil penalties against violators. On incentives, Google’s policy is stricter than the FTC rule, so follow Google’s.

Allowed	Not allowed
Asking every customer for an honest review	Asking only customers who seemed happy
A QR card handed over at checkout	Asking them to review before they leave the store
A follow-up email with the review link	A discount, gift card or raffle entry for reviewing
Training staff to mention reviews	Review quotas for staff
Replying to every review	Asking customers to name their fitter in the review
Reporting reviews that break policy	Offering a refund or deal to change a bad review

Those last two surprise people. Google’s policy says merchants may not ask staff to solicit a certain number of reviews, or reviews that include specific content, including content that identifies a staff member. Praise your fitters at staff meetings, not in a review script.

What is review gating, and is it allowed?

Review gating means sending a survey first and sending only the happy customers to Google. Unhappy ones get routed to a private feedback form.

Google doesn’t allow it. Its policy bars merchants from trying to discourage or prohibit negative reviews, or selectively solicit positive reviews. Some review software still offers a gating setting. Turn it off.

The FTC rule also has a review suppression section. It bans unfounded legal threats, intimidation and false public accusations aimed at stopping or removing a review. It also bans claiming that the reviews on your own website are most or all of those submitted when you’re hiding negative ones.

You can still ask for private feedback. Just send the same review link to everyone, whatever they said in the survey.

How should I respond to Google reviews?

Google’s steps: go to your Business Profile, select Read reviews, then Reply next to the review. Replies are checked against Google’s content policies, which usually takes up to 10 minutes but can take up to 30 days. The reviewer is notified when you reply, and they can still change their review afterward.

Google’s tips for replies come down to a few rules:

• Keep it short and personal. Use the reviewer’s name and mention something specific.
• Skip the copy-paste “thank you.” Reply where you can add something useful.
• Don’t promote. Google says to avoid offering deals or promotions in replies.
• Never share a reviewer’s private information. Take complicated problems to phone or email.
• Reply promptly.

For example, a reply to a five-star review might read: “Thanks, Dana. Glad the wider toe box is working on your long runs. See you at the Thursday group run.” That’s specific, short and not selling anything.

A reply to a complaint about being out of a size might read: “Sorry we didn’t have your size in stock, Marcus. We restock that model weekly and can hold a pair for you when it arrives. Call the store and ask for the manager.” It owns the problem and offers a fix.

What about unfair or fake reviews?

You can report a review, but only reviews that violate Google’s policies are eligible for removal. Google says not to report a review just because you disagree with it. Reports go through the Reviews Management Tool, where you can check status and file a one-time appeal if the first decision goes against you. Reviews written by a competitor, or that don’t reflect a real experience, are against Google’s fake engagement policy.

How do multi-location stores manage Google reviews?

Treat each store as its own reputation, because on Google it is.

1. Make a review link and QR code for each location and label the files by store.
2. Print each store’s QR only for that store. Check the counter cards whenever staff move between stores.
3. Route follow-up emails by the POS location of the sale, so a customer from your second store gets that store’s link.
4. Assign a manager at each store to read and reply to its reviews every week.
5. Compare rating and review count across stores monthly. If one store falls behind, check that it is still asking.

Reviews are one of the things Google says feed prominence, alongside how many websites link to you, and that page also says more reviews and positive ratings can help your local ranking. For the rest of the picture, see our Google Business Profile checklist and local SEO for running stores.

Segments’ free Storefront Report checks each store’s rating, review count and how recent its reviews are, and Get Found covers the Business Profile setup for every location.