“Consumer reviews are a critical pillar of the eCommerce shopper journey, where between 60- and 84-percent of consumers consult reviews and product star ratings before making a purchase decision,” said Garry Moroney, chief executive officer, Clavis Insight. “Clavis Insight Shopper Review Diagnostics delivers new insight and analysis that helps consumer goods manufacturers maximize the positive impact of user generated content in order to grow their sales and protect their brands in the online channel.”
The new module provides suppliers with granular insights about how their brands are executing for this vital performance indicator. Clavis Insight analyses the full text of user generated content on leading online stores such as, Amazon.com, Walmart.com, or Target.com in the US, Tesco.com in the UK and Taobao.com in China, delivering the results within the Clavis Insight platform.
In an analysis of top brands in the wearable technology category Clavis Insight found that manufacturers in the US and UK had not responded to over half of recently posted critical reviews on Amazon.com and Amazon.co.uk. The study also found that manufacturers are missing an opportunity to have critical reviews relating to problems with shipping – rather than the product itself – removed from their product pages.
“With the impact online store reviews have on both digital and traditional offline sales, brands need to make sure they are continuously monitoring review content and star rating on eCommerce sites,” said Supriya Chaudhury, chief marketing officer, Clavis Insight. “Clavis Insight Shopper Review Diagnostics enables brand and key account managers to rapidly answer questions such as, ‘what are shoppers saying about my newly launched product’, or ‘have I responded to all my sub-par reviews?’”
Clavis Insight Shopper Review Diagnostics provides brands with full access to review content in the Clavis Insight platform for the first time. The module also includes key phrase identification, so brand owners can quickly identify ‘hot topics’ in order to maximize the impact of positive Rating & Reviews, mitigate negative user comments, while also delivering valuable information to support shopper and brand marketing, and new product development.
The analysis tracks the number of product reviews by SKU over time across five dimensions, providing insights into the ‘shopper voice’, the origin and type of reviews, and indicates follow-up actions needed. Clavis Insight Shopper Review Diagnostics is available today, across nearly 30 countries, for users of the Clavis Insight eCommerce Intelligence platform.