Optimizing shopper ratings and reviews

Learn how the UK’s number one brand for organic baby food worked with e.fundamentals to achieve their ambitious ratings and reviews targets.

Presented by: 
Josi MatharSeptember 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
The e.fundamentals ratings and review matrix helps brands prioritize improvement efforts

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.

Share

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 demo

Latest 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.

Read more

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.

Read more

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.

Read more

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.

Read more

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.

Read more

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.

Read more

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 thumb

The Ultimate Guide to Content Management on the Digital Shelf

Maximize ecommerce sales with optimized Content with our ultimate guide made in partnership with Salsify.

The Digital Shelf Cast - Listen to our latest episode

A monthly podcast for CPGS covering the latest trends in grocery and digital ecommerce.

Digital Shelf Analytics - Buyers Guide

Complimentary Gartner Report Download innovation insight for Digital Shelf Analytics. 
e.fundamentals is the leading digital shelf analytics  provider for CPG brands looking to analyze, measure and optimize eCommerce performance. We turn complex data from hundreds of retailers into actionable insights that enable eCom teams to take fast actions to drive sales and conversion on the digital shelf.

UNITED STATES

Chicago

444 West Lake Street, 
Suite 1700, 
Illinois, 
Chicago, 
60606
+1312 416 8580

UNITED KINGDOM

London

20 St Thomas Street, 
2nd Floor Runway East,
London
SE1 9RS

Members of

CMA SIMA Logo
Copyright © 2020 – e.fundamentals (Inc) Ltd All Right Reserved Reg No. 11020663