Will customer reviews boost online sales of Albertsons, Safeway and Vons? – RetailWire
June 03, 2022
Customers visiting the websites of Albertsons and some of its banner grocers will soon be able to see what other customers think of the products they are viewing.
According to a Press release. Banners include Safeway, Vons, Jewel-Osco and Shaw’s.
Brands will also be able to syndicate their own user-generated review content on grocers’ websites.
A study indicates that 83% of online grocery shoppers are more likely to buy a new grocery item if there are reviews about it.
Reviews have become a familiar feature in online shopping, appearing for all types of products in online marketplaces like Amazon.com and increasingly for online groceries, although not all studies have been so optimistic about their value.
To research by PowerReviews finds that online grocery shoppers are most interested in reviews of personal care products (79%), home care (72%), shelf stable foods (49%), frozen foods (41%) and soft drinks (37%). percent) categories. Eighty-one percent of consumers want to access reviews with their phone when shopping in a supermarket.
“Customer-generated ratings and reviews drive purchasing decisions,” Jill Pavlovich, senior vice president of digital customer experience at Albertsons Cos., said in a statement.
RetailWire visited Walmart.com and found that while the grocer had customer reviews and ratings for CPG products, it had none for fresh produce. A visit to Target.com, on the other hand, revealed that the website has customer ratings and reviews for all or most products, including fresh produce. And a visit to Aldi.com revealed the grocer had no ratings or reviews for fresh produce or CPG products, although it does have a recommendation engine for other products from grocery.
The announced introduction of reviews and ratings isn’t the only new feature Albertsons has added to its online presence. The grocer launched a shoppable video feature on its websites last year and also expressed plans to allow customers to shop via direct.
DISCUSSION QUESTIONS: Do you think product reviews are as important in areas like online grocery shopping as they are in other retail segments? Will the addition of product reviews differentiate the e-commerce offers of Albertsons and its banners?
“Reviews are proven conversion boosters in almost every category. Adding them to the online grocery experience is a relatively easy way to increase basket sizes.”