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.
APPROACH
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
- Why ratings and reviews matter
Building knowledge across the teams on their role on the digital shelf - Options per retailer
Which ways of generating reviews are available at each retailer, and which work best - Portfolio mapping
Plotting every SKU on the ratings and reviews matrix to see where to focus - A performance benchmark
A clear baseline to measure progress against - Ongoing optimization
How the teams could monitor and optimize performance over time
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.
