Grow an ecommerce presence as a grocery brand.
Collect high volumes of UGC from existing online and in-store customers with Receipt. Review. Collect.
3000 reviews collected in 3 days, with a 724% increase in review volume across 19 products.
Although Post Consumer Brands reacted to consumer feedback quickly, it struggled to
drive meaningful change to the ratings and reviews footprint generated by the
original recipe change. As a brand focused primarily on selling through retail
channels, its own branded website struggles to generate high volumes of reviews
through traditional collection methodologies (e.g. follow-up purchase emails).
“Before the quality issue with Pebbles, most of the reviews on the site were positive, but all of the negative reviews were at the top of the page and really brought the overall star rating down. We needed a way to get fresh reviews once the new product was in market” said Molitor, noting that those reviews were being syndicated to key retailers such as Target.com, at a time when many of these retailers were indicating they’d rearrange where the products appear on their digital shelves based on factors including sales volume and consumer reviews.
In 2022, Molitor says the company will launch a host of new innovative products, and
feels the Reviews Junction partnership is a great complement.
Post Consumer Brands continues to find new ways to leverage ratings and reviews content by repurposing it into new redesigned packaging and in-store signage. For their value-driven brands, this offers vital social proof that the products taste just as good as popular name-brand cereals, but at a fraction of the price.
Ratings and reviews insights are also circulated within the organization to fuel research and development efforts, which is key in the ultra-competitive breakfast cereal sector.
In grocery and CPG, consumers aren’t accustomed to writing product reviews, and
brands don’t always have significant ecommerce traffic to their own websites;
however, negative reviews, or a lack of reviews in general, can negatively impact
brand relationships with retail partners. The speed and volume of review collection
generated by Receipt. Review. Collect. is a game-changer in terms of preventing and
resolving these issues.
“In the grocery sector we’ve seen five years of ecommerce growth, accelerated in roughly 12 months,” said Molitor. “Our partnership with Reviews Junction is enabling us to meet these changes head on with new sophisticated digital engagement strategies.
“Our leadership team has been super excited about the results we’ve achieved – especially the immediacy of the Receipt. Review. Collect. program. Nothing speaks louder than data; it’s hard to look past the proof of the program’s value,” she said. Molitor says the success of the Receipt. Review. Collect. program has been a great way to socialize the success of user generated content internally throughout the Post Consumer Brands.