presented by: three r’s framework appendix amy koo senior analyst february 7, 2013 reach review...

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THREE R’S FRAMEWORK APPENDIX

Amy KooSenior Analyst

February 7, 2013

REACH REVIEW REWARD

© Copyright 2013 Kantar Retail

Reach-Review-Reward Framework Appendix

Quantifying Volume of Reviews:– Retailers’ Reviews Across Three Categories– Retailers’ Reviews for Each Category– Target.com Review Summary– Target.com Review Details for 18 Categories

Evaluating Retailers with the 3 R’s Framework:– Reach-Review-Reward Framework– Target Evaluation– Amazon.com Evaluation

Table of Contents

Source: Kantar Retail analysis 2


Retailers’ Reviews Across Three Categories

Total Items Listed

Items with

Reviews

Share of Items

Reviewed

Total # of Individual Reviews

# Reviews per Item

(of those reviewed)

340 70 21% 619 8.8

472 158 33% 4,202 26.6

726 415 57% 16,464 39.7

Source: Company websites on 1/9/2013 and Kantar Retail analysis 3

Target’s share of items reviewed is calculated from 70 items with reviews out of 340 total items listed.Target’s # of reviews per item is calculated from 619 total # of individual reviews across 70 items with reviews.

Infant car seats, cold cereals, & children’s electronic learning systems


Retailers’ Reviews: Infant Car Seats

Total Items Listed

Items with

Reviews

Share of Items

Reviewed


# Reviews per Item

(of those reviewed)

53 31 58% 387 12.5

59 41 69% 560 13.7

131 88 67% 2,102 23.9



Retailers’ Reviews: Cold Cereals

Total Items Listed

Items with

Reviews

Share of Items

Reviewed


# Reviews per Item

(of those reviewed)

184 10 5% 13 1.3

310 64 21% 169 2.6

209 155 74% 3,033 19.6



Retailers’ Reviews: Kid’s Electronic Learning Systems

Total Items Listed

Items with

Reviews

Share of Items

Reviewed


# Reviews per Item

(of those reviewed)

103 29 28% 219 7.6

103 53 51% 3,473 65.5

386 172 45% 11,329 65.9



Target Review Summary

Total Items Listed

Items with

Reviews

Share of Reviewed

Items


# Reviews per Item

(of those reviewed)

Total(18 categories) 3,487 798 23% 8,927 11.2

Consumables(5 categories) 1,749 311 18% 5,054 16.3

Best Sellers(according to Target.com)

244 120 49% 1,586 13.2

Discretionary (13 categories) 1,738 487 28% 3,873 7.3

Private Label (7 categories) 1,204 229 19% 1,304 5.7

Source: Company website on 1/9/2013 and Kantar Retail analysis 7

Categories:children’s bikes, Target + Neiman Marcus, kitchen carts & islands, TVs, skin care cleansers, infant car seats, C9 by Champion women’s, dog food & treats, children’s learning systems, girls dresses & skirts, patio tables, mens jeans, laundry care, auto care & maintenance, party favors, decorative pillows & throws, cold cereal, and canned food


Total Items Listed

Items with Reviews

Share of Reviewed Items


# Reviews per Item (of those reviewed)

Total 3,487 798 23% 8,927 11.2

Kids Bikes 15 15 100% 67 4.5Target + Neiman Marcus 48 46 96% 752 16.3Kitchen Carts & Islands 95 70 74% 693 9.9

TVs 125 88 70% 1,160 13.2

Skin Care Cleansers 214 141 66% 3,636 25.8Infant Car Seats 53 31 58% 387 12.5C9 by Champion Women’s 122 65 53% 303 4.7

Dog Food & Treats 174 59 34% 241 4.1

Kids’ Learnings Systems 103 29 28% 219 7.6

Girls Dresses and Skirts 64 15 23% 29 1.9Patio Tables 86 20 23% 73 3.7

Mens Jeans 95 18 19% 36 2

Laundry Care 386 74 19% 1,112 15Auto Care & Maintenance 143 25 17% 43 1.7Party Favors 224 20 9% 33 1.7

Decorative Pillows & Throws 565 45 8% 78 1.7

Cold Cereal 184 10 5% 13 1.3Canned Food 791 27 3% 52 1.9

Target Review Details for 18 Categories

Source: Company website on 1/9/2013 and Kantar Retail analysis 8

© Copyright 2013 Kantar RetailSource: Kantar Retail research and analysis 9

REACH

REVIEW

REWARD

How well does the retailer solicit product reviews?

How do reviewers find the submission process?

How are reviewers benefited from contributing?

Reach-Review-Reward Framework

Broad Tailored

Clear Quick

Emotional Tangible

How does the retailer generally invite shoppers to participate across all

channels?

How straightforward are review submission guidelines, and are steps

clear from the onset?

How does the retailer create feelings of satisfaction in reviewers when

they participate?

How well does the retailer activate targeted opportunities to get

feedback from known buyers?

How fast can a review be submitted based on mandatory requirements for

the reviewer?

How can the retailer trade reviewers special benefits to garner more

reviews?

REACH

REVIEW

REWARD


Broad Tailored

Clear Quick

Emotional Tangible

REACH

REVIEW

REWARD

3

6

3

12 / 30


Broad Tailored

Clear Quick

Emotional Tangible

REACH

REVIEW

REWARD

8

9

8

25 / 30


245 First StreetFloor 10Cambridge, MA02142

F +1 617 499 2723www.KantarRetailiq.com

Amy Koo

T +1 617 588 4134

[email protected]

Senior Analyst

presented by: three r’s framework appendix amy koo senior analyst february 7, 2013 reach review...

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