CheckoutSmart shopper marketing blog

What's more important to 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

Impact of Coronavirus on Supermarket shopping times

Posted by Paul on Mar 31, 2020 12:29:39 PM

Q. What happens when the government says "stay at home"?

A. People get up early and go to the supermarket!

Kantar* have just said that grocery sales were up 20.6% in March to their highest ever level, peaking 16th - 19th March. From our analysis of shopper's receipts submitted to us as part of cashback claims, we can see that they were up much earlier than usual that week, probably to "avoid the crowds" or just get there when items are in stock. This happened again the week after, when the restrictions were increased as the chart below illustrates:

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Topics: Supermarket, FMCG, Shopper Marketing, CPG, Coronavirus, Shopper Insights

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