Optimizing shopper ratings and reviews
Presented by:
Josi Mathar — September 23, 2021
CHALLENGE
The UK’s number one brand for organic baby food, toddler and baby snacks and finger foods set themselves a commercial objective of achieving a minimum of 12 reviews per SKU and an average of 4.5 stars.
As it stood, some products had plenty of reviews and above 4.5 ratings, others SKUs were struggling in garnering ratings or review, or both. Plenty of reviews were being left on the manufacturer's D2C site, but this wasn’t helping with conversion at a retailer level. The teams were unsure how best to address the challenge so they approached e.fundamentals to help them achieve their ratings and reviews objectives.
APPROACH
The Customer Success team set up a bespoke a ratings and reviews workshop for the baby food brand's front line teams. Using the designated fundamental in the e.fundamentals platform Learn from the Shopper's Voice, the workshop centred around the following:
- building knowledge across the teams "why ratings and reviews matter on the digital shelf"
- highlight which options for generating reviews are available per retailer and which worked best
- mapping the SKU portfolio according to e.fundamentals ratings and review matrix to understand where to focus improvement efforts
- create a performance benchmark
- how the teams could monitor and optimize the performance over time
RESULTS
Within a month of launching actions that followed from the workshop the manufacturer increased the total number of reviews across retailers by 60%. Their average rating moved from 4.5 to 4.6. Using the category level data and working closely with e.fundamentals Customer Success team enabled the manufacturer to focus their budget and priorities with their ratings specialist agency to drive syndicated reviews across key retailers.
As a next step, the Customer Success team and the baby food brand will be mapping the data insights from the ratings and reviews fundamentals against the search and sales performance to further understand the impact.
All the digital Shelf Analytics You Need to Succeed at Speed & Scale
See why world leading brands choose e.fundamentals for actionable digital shelf insights
Request A demoLatest Resources
Does paid retail search help organic SEO? Here’s what CPGs need to know
As CPG brands shift more spend into retail media to win in search, brands need to understand the relationship between paid-for and organic SEO. Here's what you need to know.
Out of luck with out-of-stocks? How to monitor availability and protect your retail SEO
Minimize stockouts and the negative impact on your retail SEO with our overview and 5 top tips.
David Murray-Hundley steps down as Chairman of e.fundamentals
e.fundamentals today announced that David Murray-Hundley will step down as Chairman. He is now looking to free up time to refocus on growing early start-up businesses in light of e.fundamentals’ phenomenal success.
How to create an eCommerce marketing strategy that delivers for CPGs
The goal of an ecommerce marketing strategy is to be seen, heard, and bought. Here's what it takes to create one that delivers for CPGs.
How to build a data-driven CPG organization, in 5 steps
At a time when more buying is shifting to online, data strategy is rising up the agenda for many CPG organizations. Here are 5 steps for how to embed data-driven thinking across the org.
MAP pricing for CPGs: How it works, why it’s important, and how to prevent violations
As the US online grocery market becomes increasingly competitive, it’s essential that CPGs monitor price movements. Those with the right tools have a competitive advantage. Here's what you need to know.
View Our Most Popular resources to help you learn and win on the digital shelf.
The Ultimate Guide to Content Management on the Digital Shelf
The Digital Shelf Cast - Listen to our latest episode
