Shopper marketing blog

10 Reasons why shopper reviews are vital for successful new products

Posted by Paul on Apr 27, 2023 8:30:01 AM

Are you preparing to launch new products? Harvard Business Review reports that 90% of new products fail within the first year, despite significant investments in research, development, marketing, and advertising.

To improve your chances of success, it's important to obtain consumer reviews as soon as possible. Here are ten reasons why consumer reviews are crucial for all new grocery products:


 Reasons why shopper reviews are critical to new products are:

  1. Answering for shoppers: "Will I like it?"
  2. For instant shopper credibility
  3. You look like a bestseller
  4. Shopper read reviews for products they don't know
  5. The in-store opportunity
  6. Reap long term benefits
  7. Increasing popularity of reviews with shoppers
  8. Your competitors are growing reviews
  9. Actionable insights
  10. Avoid early delists
 
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Topics: Supermarket, Grocery, FMCG, NPD, Shopper Marketing

How to get summaries of Amazon product reviews using ChatGPT

Posted by Paul on Apr 3, 2023 7:38:51 AM

Update: Since this post was created, it would appear that ChatGPT has made it impossible to analyse reviews from a URL. You can still copy and paste reviews for it to summarise.

I am sure just about everyone has heard of ChatGPT. Many have also given it a quickly go and been amazed with what it can do. Having said that, exactly how practical is it for work purposes?

If you do know ChatGPT, please go to the bottom of this article to get the AI created introduction:

Well, if you're an e-commerce manager, shopping marketing manager, or brand manager, there's a practical application of ChatGPT that you can use today to get fresh insights into customer reviews of your products on Amazon. By using ChatGPT to summarize the reviews, you can quickly and easily gain valuable insights that can help you make informed decisions about your products and marketing strategies.

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Topics: Rating and Reviews, Shopper Marketing, Amazon

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

Alternatively if you would like me to talk you through the results and the actions any brand should take as a result then I would be more than happy to do so. Simply use the Contact us form and I or one of the team will come back to you. 

We can help you increase genuine ratings and reviews across all the major grocery retailers (including ASDA, Tesco, Morrisons, Sainsburys, Waitrose and Ocado in the UK) but Also Boots, Superdrug, Iceland and Holland & Barrett. In fact anywhere you find ratings and reviews posted onto online sites by shoppers, we should be able to help you. Whether that it in the UK, Spain, Canada or the US. 

We can work with all sizes of organisation, from ones with a few SKUs to ones with hundreds, each one gets our full attention and guaranteed delivery of at last 30 unique and genuine reviews in each reailer.

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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 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

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

Tesco's Hidden Ratings & Reviews

Posted by Paul on Apr 12, 2019 11:13:59 AM

After our Sainsburys Ratings and Reviews blog last month we've been digging around the other main UK supermarket websites.  We know that Tesco don't currently show Ratings & Reviews on their website, so when we popped the hood on their site and had a look around we were surprised to discover that their ratings & reviews were actually there but hidden from the public.

To save you the time finding and collating for yourselves, we’ve pulled it together into some nice summary charts below. For your free brand report for your category, just get in touch and we’ll happily send you one over.  

Figure 1: Infographic summary of Tesco.com ratings & reviews

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Topics: Supermarket, Rating and Reviews, Shopper Marketing, Tesco, Tesco.com

Digital Shopper Marketing

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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
  • Excite shoppers with easy to execute, effective virtual on-pack activities
  • Upgrade your understanding of the retail execution within all retailers
  • UK, Europe, US and beyond

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