Shopper marketing blog

Introducing new products at the start of the year can be quite a journey. The path to success for any new product development is fraught with challenges and often leads to a dead end. According to Harvard Business Review, 90% of new products fail within their first year despite significant investments by FMCG companies.

To give your new products the best possible start in the New Year, we will highlight the crucial importance of consumer reviews. Here are four strong reasons why obtaining a substantial number of consumer reviews as early as possible is crucial for the success of your new offerings.

1. TO BUILD CONSUMER CONFIDENCE
2. TO DRIVE CONSIDERATION
3. TO CREATE AN AURA OF POPULARITY
4. TO KEEP UP WITH THE COMPETITION

* Coke Image from Coca-Cola, final image copyright CheckoutSmart

PS For even more on why reviews are critical for NPD, see our post 10 Reasons why Shopper Reviews are Vital for Successful New Products.

1. To build Consumer Confidence

When consumers come across new products, they often feel uncertain. They ask themselves questions such as, "Will I enjoy it?" "Is it worth the price?" "Will it do the job well?" Providing enough relevant reviews to answer these questions truthfully and build trust is essential. These reviews provide answers and reduce the uncertainty shoppers experience, greatly enhancing their chances of purchasing.

Reviews act as trustworthy guides for new products, which are often unfamiliar to consumers. By learning from others' experiences, potential buyers can assess the product's quality and value, particularly during challenging times. Brands should strive to gather thorough and informative reviews, as they are vital in establishing trust. A product with only a few poorly written or unhelpful reviews is unlikely to build confidence. Conversely, a collection of detailed and insightful reviews can significantly boost sales and improve the product's reputation.

2. to drive consideration

Product ratings and reviews function as retail media because they significantly impact consumer behaviour and drive sales within the retail environment.

It's not merely their proximity to your products that classifies them as retail media. Rather, it's their ability to ensure your products are accurately represented, unlike advertising, which is often short-lived. While digital marketing campaigns or search term bidding may last only a few weeks, reviews represent your brand throughout the year and can be managed continuously.

Those initial reviews are what potential new customers seek for your new product development. Secure the right reviews from the outset by actively collaborating with a review provider. If you can delay, consider that it takes 18 months to accumulate 30 organic reviews in Tesco, by which time you may already be delisted. Securing a substantial number of representative reviews early on encourages trial, a crucial action needed from shoppers at launch. Don't forget, that reviews are read in all categories and by shoppers in-store and online. As a result, they are vital to the success of your NPD.

3. To Create an Aura of Popularity

Obtaining reviews early on helps create a positive perception of a product's popularity. When a product accumulates 30 reviews quickly, shoppers will assume it must be selling well and, by extension, must be high-quality. This perception of popularity can significantly influence their decision to make a purchase. Timing is of the essence here, as reviews should be secured when your advertising efforts reach consumers, typically 4-12 weeks after the initial product launch.

The concept of the "wisdom of the crowd" applies here. Consumers believe that if many others have tried and reviewed a product positively, it must be a worthwhile choice. Therefore, as a brand launching new products, you should prioritise the rapid accumulation of reviews to capitalise on this psychological effect. 

4. to keep up with the competition

Maintaining competitiveness is essential with the steady increase in ratings and reviews on supermarket websites. For instance, Tesco now averages over 32 reviews per SKU. To stay ahead in the market, it's vital not to lag in the review race. Services like CheckoutSmart can help you collect a significant number of reviews, ensuring your new products receive the attention they deserve.

Brands that focus on efficiently acquiring and managing reviews secure a significant edge in the market. By leading the way in gathering reviews, you can ensure that your new products are prominent and attract the interest of the right shoppers.

HOW TO GET REVIEWS QUICKLY for new products

We have 2 ways to help brands get reviews quickly:

1.  NPD - Pre-Launch - If your products are available pre-launch, we can have shoppers try them and write reviews before they hit the stores. Once the product is launched, we can post these reviews, providing you with the fastest possible, high-quality, permanent reviews. For more information on this option, please see our website.
   
   
2. NPD - Post-Launch - If you have already launched or have a product that cannot be sent out by ambient means, then we can get our shoppers to buy your products as soon as they are launched, starting the same week. They then write their reviews and post their honest feedback on the retailer site for more on SmartReviews.

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