ReviewSCOR: Category Benchmarking for Reviews

ReviewSCOR: Category Benchmarking for Reviews

Earlier this month, we introduced ContentSCOR. ContentSCOR combines our industry-leading, content quality scoring with competitive reporting to give context to content assessments.

We’re excited that retailers like Target, among others, have chosen to partner with us on ContentSCOR and look forward to expanding adoption of ContentSCOR in the US and abroad.

Now we’re taking our scoring capabilities another step forward with the launch of ReviewSCOR.

Like many of our best platform capabilities, the genesis of ReviewSCOR was a conversation with one of our clients. Special thanks to the team at Munchkin for their insights on this one.

 

ReviewSCOR competitive benchmarking

 

About ReviewSCOR

ReviewSCOR tells you how your products measure up relative to the category. It leverages our best-in-class review reporting to deliver unparalleled insights into review scores, benchmarks and trends. Like ContentSCOR, ReviewSCOR delivers insight in context.

 

ReviewSCOR Benchmark

Situation: Your products are getting poor reviews.

Is it your products or is it the category?

That’s where ReviewSCOR comes in.

 

Category Challenges

There are categories where a whole set of products consistently receive only 3 to 4 star reviews—due to the nature of the category.

For example, I wish my laptop power adapter was compact and lightweight while also being inexpensive and fast-charging. But the technology to deliver on all those requirements at once doesn’t yet exist.

Even so, consumers (myself included) feel that laptop power adapters are more expensive and larger than we’d like. And we continue to feel that way even though the technology available today can’t yet meet our requirements.

So we might rate any new power adapter in the category, regardless of the manufacturer, 3 or 3.5 stars, even though that’s the best the market can currently offer.

Without additional context, if you’re a maker of power supplies, you have no way to know how shoppers will perceive your products relative to others in the category.

ReviewSCOR provides that context. And that context can inform your online strategy. For example, you might choose to focus on price competitiveness in that category.

 

Product Challenges

There are also low quality products and products that don’t meet customer expectations. Without context, it’s hard to know whether it’s the category or your product.

With ReviewSCOR, the answer is easy.

If you’re consistently below the Category Benchmark, it’s your product. It could be the product itself or it could be that you’re sending shoppers something other than what they expected.

If the images or description of your product don’t match what shoppers actually receive, they’ll be disappointed and give your products low reviews. To address the issue, uou need to improve the product, update the product content or both.

 

ReviewSCOR Scenarios

Here are a few key scenarios to keep in mind:

Competitive Benchmarking

 You’re consistently above the category benchmark  Nice work - keep it up!
 You’re consistently below the category benchmark  Check your product quality and product content (imagery and descriptions)

 

Category Analysis

 The Category Benchmark for the selected category is high (4.5 or higher)  To win in the category, you have to deliver amazing products that exceed customer expectations, and the descriptions and images of your products need to be an accurate representation of what the consumer will receive. The good news is—if you do those things, it’s possible to make customers happy in the category and get great reviews.
 The Category Benchmark for the selected category is low (3.5 or lower)  It’s a tough to make customers happy in the category, but if you do, shoppers will flock to your products.

 

ReviewSCOR Futures 

In our next major post on ReviewSCOR, we’ll take a look at a few popular categories and give you some insight into how brands are performing in those categories.

 

Fun fact: Getting five stars all the time isn’t necessarily a good thing. Studies have shown that shoppers don’t trust reviews when all the reviews of a product are five stars. In that case, shoppers assume that the reviews are fake.

 

For more information on ReviewSCOR, Review Benchmarking, or our Negative Review Alerts, please contact us.

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