Shopper marketing blog

Digital shelf analytics suppliers compared

Posted by Paul on Mar 19, 2021 7:43:46 AM

As a leading digital shopper marketing agency, we work with hundreds of FMCG clients a year. Through delivering our ratings & reviews solution for brands in grocery supermarkets we have either worked directly with or been privy to reporting on digital shelf from the top suppliers around the world. We are also asked regularly by clients, who do we know or would we recommend working with on grocery digital shelf analytics, monitoring and reporting. 

There is of course no simple answer to who to work with. There has to be a good fit between the supplier and the client. A Tier 1 multi-category, multi-country brand led manufacturer should probably work with a supplier who can satisfy their teams across their priority markets. Likewise, if you only have one category in one country, then a smaller local player may be a perfect fit.

Below are the main grocery digital shelf reporting providers we are aware of and some areas for comparison to help you choose between them, as well as links to their sites for easy reference. 

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Topics: ecommerce, CPG, Shopper Insights, Ratings and reviews, digital shelf

The impact of Ratings and Reviews on sell-through rate - webinar

Posted by Paul on Feb 8, 2021 7:34:58 AM

Join Andrew Pearl VP Strategy and Insight EMEA at eCommerce performance analytics company Profitero and Paul Lees our Group Managing Director at CheckoutSmart, as they discuss fascinating original research on grocery ratings and reviews.

This study was specifically undertaken in the UK amongst over 3,700 online grocery shoppers to support the understanding of FMCG leaders and eCommerce teams, by answering their questions:

  • Do online grocery shoppers really bother reading online supermarket reviews?
  • Do they read reviews in our category/sub-category?
  • What elements are more or less important in a product review?
  • What makes a good online product review from a grocery shopper perspective

If you would like a copy of the full 22 page report with all 72 subcategories plus the "6 Golden rules of ratings & reviews" go here

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Topics: Grocery, FMCG, Rating and Reviews, Shopper Marketing, ecommerce, profitero

Tesco.com shopper research report & SWOT analysis

Posted by Paul on Oct 13, 2020 10:09:57 AM

As a leading digital shopper marketing agency, we are always looking to extend our understanding of the ever-changing grocery shopping environment. Recently we undertook a survey of regular grocery shoppers to understand how they shop on Tesco online and what they think about their experience.

The feedback tells us that there is opportunity for Tesco.com to grow faster but also some significant threats in the wings. Everything we asked has been collated into a comprehensive 20-page report which is available to download. We have pulled the highlights together into a summary SWOT analysis below, together with a few examples of the charts in the download.

If you would like the full report it is available to download here.

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Topics: Supermarket, Grocery, FMCG, Shopper Marketing, Tesco, Tesco.com, ecommerce, Shopper Research

Supermarket Shopping Post Covid 19 - What shoppers say

Posted by Paul on Aug 17, 2020 7:57:48 AM

We surveyed members of CheckoutSmart to understand their experiences of shopping during Covid-19 and their views on how their behaviour will change when things "more or less return to normal". In total 4,324 members responded, over 3,100 of whom are also online grocery shoppers. 

The survey focused on how their grocery shopping experience had changed pre and during Covid-19 restrictions and their personal expectations on how their behaviour will change going forward. This blog article contains a summary of the most relevant results. More detail on specific topics may be available, please contact us to hear more.

The most significant finding is that online shopping could still grow even faster post Covid if retailers can address the two major concerns shoppers have of slot availability (which is surely just a matter of time) and the cost of delivery which must surely come down with scale and the the recent move by Amazon. 

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Topics: Supermarket, Grocery, NPD, Shopper Marketing, ecommerce, Coronavirus, Shopper Insights, Shopper Research

What's more important to in-store and online grocery shoppers Ratings or Reviews?

Posted by Paul on May 19, 2020 11:42:11 AM

It's obvious when you think about it, that for online grocery shoppers selecting products to put in their basket, product Rating out of 5 is always more important than the number of Reviews, right?

Well, wrong actually and not just wrong occasionally, wrong most of the time. From our research of 3,710 online supermarket shoppers we know that when the average Ratings for two similar products are different by as much as 0.3 eg 4.2 vs 4.5, then the number of Reviews is much more important in product choice. Let me give you an example:

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Topics: Supermarket, FMCG, Rating and Reviews, Shopper Marketing, ecommerce, CPG, Shopper Insights, Shopper Marketing Agency

Supermarket product reviews read by category

Posted by Paul on Mar 16, 2020 4:16:12 PM

As we go through a surge in online shopping, now is the perfect time to ensure your brands get their fair share of sales both now and in the future. Of course you should ensure you have the right images and descriptions, as these form "the basics" of eCommerce. It is also fundamental to your success to offer the undecided a perspective from their fellow shoppers through Ratings & Reviews. Genuine shopper product reviews delivered from validated buyers directly to the retailer sites, without any moderation on a specific sku are the best way of doing this and will make an immediate impact to sales.

Delivering Ratings & Reviews

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Topics: Supermarket, FMCG, Rating and Reviews, ecommerce

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  • Actively manage your shopper reputation in all online retailers
  • Create instant shopper action in any retailer, on any sku in the way you want
  • Start a genuine dialogue with shoppers about your products
  • Launch more successful NPD faster and use immediate feedback to improve your mix
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