Shopper marketing blog

Every Quarter, we analyse the Top 150 UK FMCG manufacturers and their online reputation in supermarkets. Our key reputation KPI is the percentage of SKUs that need new reviews. The fewer the number, the better the manufacturer is managing its reputation.

Based on our research and that of some business school professors in the US, the three key measures that go into whether a SKU Needs new reviews are:

1. Minimum of 30 reviews: This involves checking if the SKU has at least 30 reviews in that retailer. If it does, we move on to section 2. If not, it requires new reviews.
   
   
2. Top 3 Fresh: Looking at the latest three reviews on the retailer's website, e.g., Tesco.com, which is displayed as the newest first, are any more than six months old? If yes, it needs new reviews; if not, go to 3.
   
   
3. Top 3 Fair: Look at the latest three reviews and their ratings out of 5. Are any of these more than 1.5 Stars different from (above or below) the average rating for the SKU in that retailer? If yes, then it needs new reviews. If "No," then this SKU in this retailer is optimised right now.

We check this data daily in every retailer and automatically get new reviews from 100% verified shoppers until they are no longer required. Working with our clients, we know that this kind of Always On program provides an exceptional ROI return of between 6 and 12 at a gross margin level.

That's £6 - £12 back for every £1 you spend on the program. Where else can you get that kind of return on your spending?

Where did you finish?

Every Quarter, we analyse the Top 150 UK FMCG manufacturers and their online reputation in supermarkets. Our key reputation KPI is the percentage of SKUs that need new reviews. The fewer the number, the better the manufacturer is managing its reputation.

Based on our research and that of some business school professors in the US, the three key measures that go into whether a SKU Needs new reviews are:

1. Minimum of 30 reviews: This involves checking if the SKU has at least 30 reviews in that retailer. If it does, we move on to section 2. If not, it requires new reviews.
   
   
2. Top 3 Fresh: Looking at the latest three reviews on the retailer's website, e.g., Tesco.com, which is displayed as the newest first, are any more than six months old? If yes, it needs new reviews; if not, go to 3.
   
   
3. Top 3 Fair: Look at the latest three reviews and their ratings out of 5. Are any of these more than 1.5 Stars different from (above or below) the average rating for the SKU in that retailer? If yes, then it needs new reviews. If "No," then this SKU in this retailer is optimised right now.

We check this data daily in every retailer and automatically get new reviews from 100% verified shoppers until they are no longer required. Working with our clients, we know that this kind of Alway On program provides an exceptional ROI return of between 6 and 12 at a gross margin level.

That's £6 - £12 back for every £1 you spend on the program. Where else can you get that kind of return on your spending?

Where did you finish?

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.