Category management in Fast-Moving Consumer Goods (FMCG) is a delicate balance of art and science. While data-driven insights have always played a key role, product reviews have become a powerful tool for sharpening strategies and boosting category performance. These reviews offer a goldmine of consumer feedback and can guide decisions from product reformulation to marketing focus.
This post will explore how incorporating product reviews into your category management strategy can unlock new opportunities for brands and retailers. The five areas of opportunity are:
- Understanding consumer preferences
- Optimising product performance
- Driving category growth
- Supporting retailer listing decisions
- Enhancing the impact of shopper marketing
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