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.
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:
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.
This post has been updated and was originally published April 2021. eGrocery is evolving at eye-watering speed, but does your team have the skills to make the most of the…
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