Home > SHOPADVIZOR x ARISTID: Integrating Customer Reviews into Promotional Materials!
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Publié le 28/10/2024

SHOPADVIZOR x ARISTID: Integrating Customer Reviews into Promotional Materials!

The promotional catalog, a cornerstone tool in retail, continues to reinvent itself. Thanks to ShopAdvizor and ARISTID technologies, Carrefour can now display customer reviews directly on its catalogs, e-catalogs, and in-store signage. Another reason to be tempted by a promotion and trigger a store visit.

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Customer reviews: A conversion Asset

In an environment where consumers are increasingly wary of traditional advertising messages, other customers opinions are of paramount importance.

Customer reviews serve as social proof. When consumers see that others have been satisfied with their experience, they are more likely to trust the advertised product that demonstrates transparency.
• Customer reviews help consumers make more informed purchasing decisions by providing valuable information about a product’s advantages and disadvantages.

The presence of positive reviews has a direct and immediate impact on a product’s conversion rate. Until now, this strategic data was absent from retailers’ promotional communications

According to FEVAD

Study by Toluna – Harris Interactive for FEVAD - April 2024

70% of 15-24 year-olds
and 58% of French people say they consult reviews before buying
39% of French people
also consider reviews for in-store purchases
83% of French people
have developed the habit of researching before making purchases

Carrefour and ShopAdvizor: Building a Community to Encourage Feedback

Since 2013, the “MonAvisLeRendGratuit” (My Opinion Makes It Free) program has encouraged Carrefour customers to contribute massively to the 30 million ratings and reviews on over 100,000 products and 1,500 brands (national brands, private labels, local products). In total, 300,000 new reviews are published monthly on Shopadvizor by 500,000 users. This recent and rich data reinforces the credibility of the ratings, especially in the CPG market where generating reviews is very challenging. The products involved are from Shopadvizor’s multinational brand partners such as Unilever, P&G, Mondelez, Danone, L’Oréal, Pepsico, Ferrero, etc., representing over 100 national brands, as well as Carrefour’s private label products heavily involved in the program.

See the Carrefour catalog

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“Recommended by my community” Reviews in All Promotional Materials!

The optimization of Carrefour’s commercial offer construction process, operated by ARISTID for 6 years, aims to place promotional data at the heart of commercial communication. This centralization now allows associating as many additional descriptions as desired by the retailer with each promotion. Each promotion is thus “enhanced,” and complementary information can be displayed selectively according to automation rules.

This “data-centric” technological approach allows ARISTID to produce unlimited communication materials, enriched with complementary data, and feed all customer touchpoints through an omnichannel approach.

Community reviews from Shopadvizor and Drive order customer feedback are automatically displayed next to promoted products when their rating is above 4/5, earning them the “recommended by the Carrefour community” label. The number of reviews (minimum 50) is also indicated as it’s one of the rating credibility criteria. They are now visible on Carrefour’s website and app, in print catalogs, e-catalogs, and in-store signage!

See Olivier Dauvers’ article on this subject

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A Real Differentiator for Partner Brands

Major industrial groups that are historical partners of the community benefit from a significant advantage within their category by displaying customer reviews.
ShopAdvizor estimates a +10%* impact on sales for products with in-store signage featuring a review. These initial results should convince other manufacturers to join the feedback program !

*(source : Iri/Mediaperformance for Shopadvizor)

See the press release

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Témoignages
There is still a long way to go in the consumer goods sector for consumer opinions and reviews to be consulted throughout the omnichannel experience. This innovation is very motivating for our teams and creates value for the three pillars of the ecosystem: consumers, retailers, and brands!

Diego CHORNY, Shopadvizor CEO

Témoignages
Enhancing promotional attributes is one of the key challenges in digitalizing sales operations. Consumers are accustomed to relying on customer reviews, and these additional indications increase their level of confidence and generate drive to store. At ARISTID, we explore all the new avenues made possible by the structuring of promotional data, for an ever more relevant customer experience!

Vittorio GEROSA, Head of International Development, EMEA

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