Program overview

For CPG brands looking to succeed in today’s omnichannel retail environment, having a strong digital presence and reputation is crucial. One key aspect of this digital presence? Ratings and reviews. According to Power Reviews, 98% of consumers feel that reviews are an essential resource when making purchase decisions. Per Spiegel Research, rating is just as important- products with a rating of 4.0 or higher are more likely to be purchased than those with a lower rating.

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With 38 reviews and a 3.7 star rating on their Target.com product page, Starburst was looking to increase review volume, recency, and star rating for their Airs Original Gummy Candy. To achieve this, Starburst leveraged Target and Sampler's “Insider Box”, a digitally-targeted, direct-to-home sampling program integrated within Roundel’s digital media.

Awareness of the program was delivered to Target shoppers via Roundel digital media - shoppers registered for the program and matched with available samples based on their answers to a diagnostic quiz. Shoppers then received a curated sample box that drove impactful at-home trial and in turn provided participating brands with authentic user-generated content, ratings & reviews, and robust insights & analytics. 

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The programs impact on Starbursts Target.com presence

The program drove an impressive 11.5% increase in star rating and a 29X lift in review quantity, adding 1,066 reviews with an average 4.1 star rating to the Airs Gummies product page on Target.com.  This influx of new reviews and a new, above 4 average star rating, has lasting implications for:

• SEO: a high volume of recent reviews help brands rank higher in search engine results
• Consumer Trust: authentic reviews instill purchase confidence for first-time buyers by providing credibility and social proof
• Retailer relationships: The program demonstrated support of their Target partnership

As an added bonus, the program generated authentic user-generated content and helped Starburst identify themes in consumer feedback across taste and texture as well as actionable insights for future marketing.

Level up your digital presence with fresh ratings & reviews

Consistent digital product sampling campaigns are a great way to build and keep reviews fresh for existing products, build buzz for upcoming launches, and instill confidence in first-time buyers. Interested in bolstering your product review strategy with Sampler? Speak to a sampling expert! 

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For more information on the Impact of Ratings and Reviews on Success at Retail, head to our blog!

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