Shopper marketing blog

Most FMCG teams still obsess over their average star rating, but what if that number isn’t doing the heavy lifting? Independent business school research and our research data show that shoppers don’t buy based on ratingsalone  – it’s what the reviews actually say that makes the sale. If your top reviews are old or unfair, you’re losing customers even with a 4.5-star average.

In this article, we break down why review sentiment matters more than stars and how brands can use this fact to drive measurable sales uplift.

This article was originally inspired by: HU, Nan; KOH, Noi Sian; and REDDY, Srinivas K. Ratings Lead You to the Product, Reviews Help You Clinch It? The Dynamics and Impact of Online Review Sentiments on Product Sales. Singapore University.

​In the UK grocery market, own-brand products have transitioned over the last 100 years from mere cheaper alternatives to branded goods to becoming central pillars of supermarket strategies. With private-label sales growing at double the rate of branded goods in 2023, retailers are increasingly focusing on enhancing their own-label offerings. Amidst this evolution, one potent yet often underutilised tool stands out: the strategic use of product reviews.​

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 Whether it’s scepticism about their impact on sales or outdated beliefs about how shoppers engage with reviews, these misconceptions can hold brands back.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.

In the digitally-centred grocery landscape, product reviews have become essential for all serious businesses. Not only do they influence purchasing decisions, but they also have a significant impact on a company's online reputation.

So how do you know you are if you're getting a genuine return on investment (ROI) from these product evaluations?

We'll examine the key indicators of a strong ROI and take a closer look at a helpful case study featuring Kellogg's Coco Pops. We will explore topics that directly demonstrate a good ROI:

1. - Online sales increases
2. - In-store sales increase
3. - Retailer search ranking improvements

Before we do, it is worth noting just how powerful reviews are as an influencer of choice, especially amongst younger shoppers. A Local Consumer Review Survey by Bright Local found that 91% of 18-34-year-old consumers trust online reviews as much as personal recommendations.