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:

The 3Ps of Supermarket Shopper Marketing

When launching your long-planned and lovingly-developed grocery NPD into supermarkets, it’s critical that it appeals to and is tried by the target consumers. Getting it into the hands, baskets and homes of the right grocery shoppers can be a daunting task, but here’s what you need to remember and how to go about it.

 

Supermarket shoppers are the key to NPD success as they are the ones who actually pick the product off the shelves and take it home, regardless of whether they, or someone else in their household is the end consumer. This is the crux of  Shopper Marketing and understanding the art  of getting shoppers to Pause, Pick up & Pay for your product is known as the 3 Ps of shopper marketing.

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:

Launching new products in the New Year can be quite an adventure, it's no secret that the road to success for any NPD is filled with many bumps and mostly arrives at a dead end. As reported by Harvard Business Review, a staggering 90% of new products face failure within their first year, despite the substantial investments by FMCG manufacturers in R&D, marketing, and advertising.

To help your new products have the best possible start in the New Year, we'll explain the crucial role of consumer reviews. Here are four compelling reasons why securing a good number of consumer reviews as early as possible is essential for the success of your new offerings.

PS For even more on why reviews are critical for NPD, see our post 10 Reasons why Shopper Reviews are vital for Successful New Products.

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

In 2018 we conducted research that showed 65% of our members look at our app when they are planning their food shopping, and 35% while they shop in the supermarket*. It is clear that grocery cashback apps are an excellent route to deliver shopper marketing goals (we have more on the whole Shopper Marketing approach here)

For example, we can use Geo targeting to serve brand advertising right onto consumers mobile devices at the first moment of truth, but the power of these apps goes a lot further than simply helping to raise brand awareness.

Based on our experience as Europe's No.1 grocery cashback organisation, here are the top 10 ways you can start using these apps to your advantage today:

 

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.

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

 

As part of our work on delivering Ratings and Reviews for FMCG clients we are often asked “What is a Good Rating?”. To answer this we decided to look at the data on the Sainsbury’s website. What we found surprised us.

We have undertaken an exclusive analysis of the product level shopper Ratings & Reviews on the Sainsburys.co.uk website and found that a few suppliers have led the way with gathering reviews whilst most have done very little. As a result, some categories and brands have thousands of reviews and others just a handful.

What emerges from our analysis is a clear opportunity for nearly all grocery FMCG manufacturers to gain a competitive advantage in their category by giving online grocery shoppers a perspective from their existing consumers.

If you believe in the products you sell, why wouldn't you want your consumers to tell others how great they are?

There is general agreement amongst members of the FMCG / CPG eCommerce community that grocery ratings and reviews are an important factor driving the rate of sale on retailer sites. However, many believe this is only when a shopper is actually doing their online shop.

Our research across nearly 3,000 regular grocery shoppers says this is not correct. These days, shoppers are looking for grocery product reviews both when they are in or near a store, at home, at work, and even walking down the street.

The key findings are:

• Online and Offline grocery shoppers regularly seek out and read product reviews. They can be at home, in-store or frankly anywhere when this happens.
• Google is the friend of the shopper seeking grocery reviews, so brand owners need to have enough good quality reviews in all relevant online stores.
• Shoppers are prompted most often to discover product reviews by seeing a product in-store, ads / social posts or when looking for a new product in a familiar category. Therefore it is critical if you are marketing to shoppers your products are supported with reviews.
• Research Online and Purchase Offline (ROPO) is a common grocery shopper behaviour but this is taking place at the fixture in an Omnichannel way. Many shoppers see a product they are curious about in the store, and their first instinct is to read the reviews wherever they find them, and then choose to buy it right away.

This research shows that grocery product ratings & reviews are used far more widely than just when shopping online and are a key driver of the purchase decisions online & in-store.