Optimizing shopper ratings and reviews
Presented by:
Josi Mathar — 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
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 stronger brand with eCommerce analytics tools, Part I
This post was updated and originally published May 2020. As a brand owner selling through online retail websites like Tesco, Amazon and Walmart you need retail insight data to help…
Product update: Better range reporting online
This post has been updated and was originally published April 2020. As a company dedicated to supporting growth driven CPG brands with actionable, easy to understand eCommerce insights and analytics,…
How to drive category growth online in 2023 w/ Mondelēz International
How to drive category leadership online Whether it’s inflation or supply chain disruption, the CPG industry has had its fair share of challenges in 2022. But throughout the economic and…
The key factors that drove digital shelf success in 2022 – and what to focus on in 2023
2022 proved a tough year for grocery retailers and suppliers, but smart CPGs still managed to achieve outstanding results on the digital shelf. This is what they got right, and how to drive eCommerce success over the coming 12 months.
10 smart ways to use digital shelf insights in your next JBP meeting
Successful joint business planning with retailers is critical for CPG brands, but JBP meetings can be one-sided and one-dimensional. Here are 10 ways to use digital shelf insights to unlock richer strategic conversations with retailers.
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
