Interest in Accessing Grocery Product Reviews in-Store
When considering a new grocery product in a brick-and-mortar grocery store, 90% of consumers are at least somewhat interested in accessing product ratings and reviews. In comparison, 81% felt this way in 2022.
Impact of Reviews on In-Store Purchase Decisions
Consumers are unlikely to read reviews when purchasing their tried-and-true products in-store. But this content can help shoppers overcome the risk of purchasing a new or unknown grocery product.
When shopping in a physical store, 77% of consumers are more likely to buy a new or unknown grocery item if they have the opportunity to read customer reviews first. This is up significantly from 2022, when 58% of consumers felt this way.
Where In-Store Grocery Shoppers Want to Access Reviews
It’s important to provide in-store shoppers with access to ratings and reviews. But where do they want to find this content?
Most commonly, they want to access ratings and reviews through the store’s app (58%) or on their mobile phone while in the store (52%).
However, there is significant interest in finding reviews elsewhere, including via store signage and within other marketing initiatives.
In-store Grocery Shoppers Value Reviews
Ratings and reviews help in-store grocery shoppers make informed purchase decisions – especially when they’re considering products they’ve never purchased before. Nine in ten consumers are at least somewhat interested in being able to read product reviews when shopping in-store for a new (or new to them) grocery product.
At a minimum, be sure ratings and reviews are easy to access via your mobile app and when consumers are browsing your website on their mobile phones. These are the places consumers are most interested in reading reviews. But also look for opportunities to incorporate ratings and reviews into your store signage and other marketing initiatives. It’s a powerful way to capture shoppers’ interest and ultimately, convince them to convert.
Ratings and Reviews are a Must-Have for New Products
The presence of ratings and reviews can convince shoppers to give a new product a try. In fact, over three-quarters (77%) of in-store grocery shoppers are more likely to buy a product they’ve never tried before if they have the chance to read customer reviews first.
If you’re planning on launching new products in the coming year, consider doing a pre-launch sampling campaign. This involves distributing free samples – and then asking those who try the samples to write a review. That way, you’ll have reviews in place prior to launch. This content will give shoppers the confidence they need to give your new products a try.
