Shopper marketing blog

Product reviews are a hot topic in FMCG and eCommerce, but we regularly hear feedback from some that just don’t stack up against the data. Whether it’s scepticism about their impact on sales or outdated beliefs about how shoppers engage with reviews, these misconceptions can hold brands back. We will cover:

• The impact of product reviews on sales is minimal
  Based on case study data, we’ll show how reviews drive long-term sales growth.
• Reviews only matter to online shoppers
  In-store shoppers use reviews too—66% check them before purchasing.
• If my product is good, I can ignore negative reviews
  A product with an average rating below 4.0 is losing trust and sales—here’s why.
• Product reviews are just for retailer websites
  Smart brands use advertising, packaging, and in-store reviews to boost conversions.
• Reviews don’t matter for own-label products
  The gap between branded and own-label reviews is growing—own-label needs to catch up.

Now, let’s examine myth and reveal the truth about the power of product reviews.

1. “The impact of product reviews on sales is minimal”

One of the most common pushbacks is that product reviews don’t significantly impact sales. Some brands claim they’ve tested reviews and didn’t see a difference, while others assume they won’t be as effective in their category.

The Reality: Reviews drive consistent, long-term sales uplift.

To prove this, we conducted a detailed analysis for Lactalis, looking at weekly sales data for their SKUs at a major UK supermarket. We compared products enrolled in our Always On reviews programme against those that weren’t. By stripping out brand impact and promotional effects, we isolated the effect of reviews alone.

The result? A significant and sustained uplift in SKU sales with continuous, fresh reviews. We saw a notable difference even in categories where purchase decisions, such as cheese, seem habitual. If reviews can boost a relatively commoditised category like cheese, then we believe (and have seen from many pieces of work we have conducted with clients in other categories) the impact will be visible and significant in all categories. 

The difference vs what clients have done differently is our Always On approach. By monitoring reviews daily and by ensuring there are always enough fresh, fair, verified buyer reviews, the brands get the sales they deserve. Only our Always On program does this.

👉 The takeaway: Reviews are not a quick-fix promotional tool but a long-term strategy that ensures shoppers always see relevant, trustworthy feedback about your products.

2. “Reviews only matter to online shoppers”

We sometimes hear that product reviews are irrelevant to in-store shoppers, as they can physically see and pick up the product. This belief is especially common among more senior leaders who may not be digital natives.

The Reality: Reviews influence in-store purchases as much as online.

While traditional fixtures and packaging are still important, consumer behaviour has shifted. 66% of online shoppers check in-store product reviews before making a decision. Younger adults, teens, and women under 45 are especially likely to do this.

The distinction between online and in-store shopping blurs in today's omnichannel world. Shoppers might research online, buy in-store, or vice versa. Having strong, up-to-date reviews ensures your product is well-represented across all touchpoints.

If a shopper stands before a fixture and sees a new product, they won’t just take a gamble—they’ll check the reviews first. You'll lose that sale if your competitor has more relevant, fresh reviews.

👉 The takeaway: If your brand’s online reviews are poor, you’re missing out on helping online and offline grocery shoppers.

3. “If my product is good, I can ignore negative reviews”

Some brands believe that great products speak for themselves and that negative reviews will have little impact. Others assume that a few bad reviews will not make a difference as their product is "Marmite" ie some people love it and some hate it.

The Reality: Negative reviews below a 4.0-star average drive shoppers away.

We analysed thousands of products across the UK’s top five grocery retailers and found a clear trend—products with an average rating below 4.0 stars lose consumer trust.

A poor average rating deters potential buyers and signals deeper problems with your product. If multiple shoppers highlight the same issue, it’s not a one-off complaint but a trend. Reformulating, adjusting packaging, or tweaking pricing can turn a struggling product around, but only if brands listen and act quickly. We have more reformulation here.

👉 The takeaway: Poor reviews aren’t just a nuisance—they’re direct consumer feedback that signals when reformulation is needed.

4. “Product reviews are just for retailer websites”

Some brands think reviews only belong on retailer product pages and don’t consider the wider opportunities.

The Reality: Reviews are a ‘magic multiplier’ across all marketing.

Smart brands use reviews well beyond retailer websites, including:
✅ Advertising – Reviews in digital ads increase conversion rates.
✅ In-store signage – Social proof on shelf labels helps drive trial.
✅ Packaging – QR codes linking to fresh reviews reinforce confidence.
✅ Social media – Reviews make content more authentic and engaging.

For example, Heineken used real shopper reviews of Inch’s Cider on point-of-sale materials and digital marketing, driving credibility and trust.

The power of reviews extends to direct-to-consumer channels, trade presentations, and even internal decision-making. If a product is underperforming in one retailer but thriving in another, comparing the reviews can provide valuable insight into regional preferences, formulation differences, or competitor activity.

👉 The takeaway: Reviews are valuable assets that should be leveraged across multiple touchpoints to reinforce trust and drive sales.

5. “Reviews don’t matter for own-label products”

Some retailers and brands assume that own-label products don’t need reviews because they already have strong price appeal.

The Reality: The gap between branded and own-label reviews is growing.

We’ve analysed the top three UK grocery retailers and found that:

• Branded products consistently have a better average rating than own-label products.
• The gap is around 0.6 Stars and has increased in one retailer over the last two years.
• More than half of own-label products often have fewer than 30 reviews, meaning they lack credibility compared to branded competitors.

Shoppers check reviews for own-label products, especially when comparing them to branded alternatives. A strong set of reviews can help own-label products compete on more than just price, highlighting quality, taste, or performance advantages over branded options.

👉 The takeaway: Own-label brands must invest in review generation to regain competitiveness.

The Verdict: The Truth About Reviews

So, let’s set the record straight:
✅ Product reviews have a measurable, positive impact on sales.
✅ Shoppers rely on reviews both online and in-store.
✅ Ignoring negative reviews can hurt your brand—quick reformulation is key.
✅ Reviews add value across all marketing channels, not just retailer sites.
✅ Own-label brands need to focus on reviews to compete better with branded products.

Brands that take reviews seriously, invest in fresh, high-quality feedback, and use them strategically will see clear commercial benefits. An Always On reviews programme ensures your products are represented fairly and effectively.

Next Steps: Get More from Your Reviews

At CheckoutSmart, we take the hassle out of review management, ensuring your products have fresh, fair, and frequent reviews across all major UK retailers. If you’re ready to maximise the power of shopper feedback, get in touch to learn how we can help.

📩Want to see how your brand is performing?

Contact us for a free review analysis and discover where you could improve.

Would you like us to tailor these insights to your brand’s category? Let’s talk.