Shopper marketing blog

Webinar - CheckoutSmart & eStoremedia talk about Moisturiser

Posted by Paul on Mar 24, 2024 9:39:32 AM

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:

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Topics: Supermarket, Rating and Reviews, Shopper Insights, Amazon, Insights

New Year, New Products? Get off to the best start by utilising reviews

Posted by Paul on Dec 13, 2023 8:00:00 AM

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.

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Topics: Supermarket, Grocery, FMCG, NPD, Shopper Marketing

Maximizing Sales and ROI with smart product reviews

Posted by Paul on Oct 26, 2023 7:18:36 AM

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.

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Topics: Supermarket, Rating and Reviews, Always On, ROI

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 shoppers find grocery product reviews

Posted by Paul on Oct 3, 2022 7:48:46 AM

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.

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Topics: Online, Supermarket, Grocery, Rating and Reviews, ecommerce, Shopper Insights, digital shelf

Find out who was the number one online grocery in February

Posted by Paul on Mar 14, 2022 7:50:59 AM

In the second month of their online grocery shopping tracker, CheckoutSmart continues to bring fresh insights into this fast-growing, fast-changing market.

NB The numbers below are deliberately obscured, if you would like to know the answers please contact us.

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Topics: Online, Supermarket, Tesco.com, Shopper Research, Amazon, Q-Commerce

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

Shopper Marketing Options for FMCG NPD

Posted by Paul on Jul 8, 2020 2:03:03 PM

With all the pressure from retailers and the fact that many brands have postponed their FMCG NPD launches until the second half of the year, we thought it would be helpful to review the shopper marketing options available to support NPD in supermarkets.

For those new to working with the major supermarket retailers in the UK, navigating your way through the variety of shopper marketing options can seem like the proverbial minefield. We've spent the best many years working for FMCG suppliers and supporting them as an agency. With our collective experience, we have broken down the pros and cons of each option in the hopes it will help you identify the best course for your product's unique marketing challenge.

We've grouped our thoughts under the kinds of questions you should be asking yourself when you are planning a shopper marketing campaign:

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Topics: Supermarket, Grocery, FMCG, NPD

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

Digital Shopper Marketing

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CheckoutSmart is a leading digital shopper marketing agency delivering fast, flexible campaigns against all your goals in any retailer or just one:

  • 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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