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Digital Shelf Analytics

Optimizing shopper ratings and reviews

August 24, 2022

A baby eating food from a tray of fruits and vegetables

The challenge

Ambitious targets, uneven reviews

The brand 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, while other SKUs were struggling to garner ratings or reviews, or both.

  • Target 12+ reviews per SKU
    A minimum across the whole portfolio
  • Target 4.5-star average
    Some SKUs above it, others struggling
  • Gap Reviews in the wrong place
    Left on the D2C site, not helping retailer conversion

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 CommerceIQ for help.

The solution

A bespoke ratings and reviews workshop

The Customer Success team set up a bespoke workshop for the brand’s front-line teams, using CommerceIQ’s Digital Shelf Analytics platform.

The workshop covered
  1. Why ratings and reviews matter
    Building knowledge across the teams on their role on the digital shelf
  2. Options per retailer
    Which ways of generating reviews are available at each retailer, and which work best
  3. Portfolio mapping
    Plotting every SKU on the ratings and reviews matrix to see where to focus
  4. A performance benchmark
    A clear baseline to measure progress against
  5. Ongoing optimization
    How the teams could monitor and optimize performance over time
Ratings and reviews matrixFour quadrants compare high and low product ratings against fewer and more reviews. Focus review programs on products with fewer reviews for the highest impact.FEWER REVIEWSMORE REVIEWS→HIGH RATINGLOW RATINGHigh rating · few reviewsPotentially lovedCould fall behind with a single bad review.High rating · many reviewsWidely lovedBest sellers. Check in regularly to make surethey stay there.MonitorLow rating · few reviewsPotentially loathedA few more reviews could lift products thatdeserve better.Low rating · many reviewsWidely loathedThe hardest to turn around. Review programswould need significant investment.Consider product improvementFocus review programs here for the highestimpact
The ratings and reviews matrix helps brands prioritize improvement efforts.

The results

60% more reviews in a month

Within a month of launching actions from the workshop, the manufacturer increased the total number of reviews across retailers by 60%. Category-level data and close work with CommerceIQ’s Customer Success team let them focus budget and priorities with their ratings specialist agency to drive syndicated reviews across key retailers.

+60%

Total reviews

Across retailers, within a month

4.6★

Average rating

Up from 4.5, beating the 4.5-star target

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