Shopper marketing blog

Paul Lees our MD sat down with Francis Nicholas of eStoreMedia to talk about the ratings and reviews in the Moisturiser category. In 25 minutes they covered which retailers carry reviews, how many there are, which brands have them, whether they have enough reviews and then some fascinating insights from the reviews themselves.

The Top 3 points he made were:

1. There are 7 dimensions to Moisturiser according to the shopper reviews and Nivea does very well in 4 of them, giving them a strong position.
2. Individual reviews matter when it comes to reviews it is not just about numbers. Shoppers read the top few reviews they see regardless of how many there are in total.
3. We have a measure of how influential reviews are: "Influence score". This shows that L'Oreal has the most influential reviews and Olay from Procter & Gamble (P&G) has the lowest in the category.

This kind of category work providing market coverage, opportunities and category insights is available for all categories. Contact us to understand what we can do for you.

Meanwhile, please watch and learn more about reviews and moisturisers:

This time we are looking at the face & body moisturiser category in the UK. We particularly want to look at which companies and brands are doing well i.e., have good positive reviews that are up to date and will influence shoppers and those who need to be a bit smarter.

We are also keen to understand more about moisturisers from a shoppers' perspective. What do they say about the category, what language do they use to describe it, and how do they see the relative merits of brands?

To do this, we have gathered and analysed all the reviews on facial and body moisturisers in the top UK online supermarkets since 2020. We processed them through quality control, removing all the unhelpful “!!!!!!!!” etc., that some reviewers like to use, then pivoted, tabled, graphed, AI-analysed, discussed, and debated. Finally, we came out with what we think are the more interesting points about the moisturiser reviews in UK supermarkets.

We focussed on the top 6 brands analysed, selected by the total number of reviews found across ASDA, Tesco, Sainsbury's, Morrisons, and Ocado for 2020 - 2023.

1. Brands with more reviews, have lower quality reviews
2. The most popular Shopper dimensions for moisturiser are:
   1. Absorbs Easily – Doesn’t Absorb easily
   2. Not Greasy - Greasy
   3. Smells great – Does not smell Great
   4. Good for Dry skin – Not good for dry skin
   5. Good for Sensitive skin – Not good for sensitive skin
   6. Good for Lines/wrinkles – Not good for lines/wrinkles
   7. Good to Soft skin – Not good to soften skin
3. Despite having lots of reviews all brands need new reviews on the majority of SKUs.

In this article, you will discover how we use AI text analysis to unlock valuable shopper insights and change the way our clients understand customer preferences and behaviours. By the end, you will understand how we go from thousands of text-based product reviews to something as simple and useful as this:

Creating actionable shopper insights has always been crucial for businesses looking to get an advantage in consumer goods. By analysing the text content of shopper reviews using AI technology, consumer goods businesses can gain valuable insights into customer preferences and behaviours. AI (Large Language Model) text analysis allows businesses to go beyond simple quantitative data and understand the emotions, opinions, and sentiments expressed by shoppers in their reviews.

This is a summary of the work we have done using hybrid AI/Human analysis of shopper reviews of the sweet biscuit category in Ocado. This analysis uses AI to understand what is new and different across huge volumes of text while the experienced human sifts the output looking for category relevance and actionability.

Highlights

• Ocado has 875k (11.4%) of the 7.7m reviews across all categories in the Top 6 online grocery retailers*.

• The Category has 4k (1%) of the 421k reviews across all brands in Ocado over 2021-23. 

• 85 Biscuit brands have reviews on Ocado with an average of 47.8 reviews per brand

• There is a big opportunity for all brands to improve their review presence in Ocado by getting at least 30 reviews per SKU and the important area to shoppers of the most recent 3 reviews.

• Looking at individual SKUs in the category (see the Appendix for the full category list) 277 of the 308 listed need new reviews to optimise their sales online and in-store (see “How to get more reviews” below).

*Reports are available for the Top 6 grocery retailers (Tesco, ASDA, Sainsbury’s, Morrisons, Ocado and Waitrose plus Boots and Superdrug)