Supermarket chain Woolworths is revving up its online reviews of its Own Brand food products, with the launch of its online sampling community that receives products for free and in return provides their reviews online.
The number of internet users reading online reviews has risen dramatically in recent years. According to statistics from Business to Community, 90% of consumers read online reviews and 88% of consumers trust online reviews when considering to use a business or buy a product.
Woolworths’ new campaign is leveraging that consumer behaviour by actively growing its online consumer reviews on its home branded products. The supermarket giant is celebrating the voice of its customers with the launch of a new online community called ‘The Bunch’, which allows people to taste Woolworths Own Brand food products for free and provide unfiltered reviews.
A successful pilot of the community since late last year has seen over 4,000 customers Australiawide providing their honest opinions across a range of items, with some saving over $100 on products in just a few short months.
To date, customers have sampled a vast range of own brand food items from across the store including soups, ice cream, crackers, tomatoes, right through to lamb shanks.
“Instead of just receiving bite-size samples in store, we’re giving customers the opportunity to try full-sized portions for free in their own homes. In exchange, we want them to cook, experiment and test them with their family and friends, then decide what they think of them and share their honest ratings and reviews on ‘The Bunch’,” says Woolworths senior Own Brand portfolio manager Gemma Howells.
“Setting up this community is a great way for customers to shape the future of Woolworths Own Brand ranges. They can experience some of our new and existing range of products and provide us comprehensive feedback on how we’re doing. If they like it, we know that we are on the right track, however, if they don’t, we can immediately capture, take on board the feedback and work with our product development teams to review the products.”
The next round of recruitment to become part of the ‘The Bunch’ will take place in the last week of June, with a few thousand more ‘Bunchees’ to be added to the ever-growing community. Customers can register their interest to be part of Australia’s largest ongoing supermarket sampling group online at bunch.woolworths.com.au.
The sampling process is simple:
- Once successfully selected to be a ‘Bunchee’, customers will receive an email notifying you when new samples become available.
- They then claim the sample they have been offered and it will be automatically loaded onto customers Woolworths Rewards Card.
- Shoppers can pick it up during their next shop in-store and when they scan their Woolworths Rewards Card at the checkout, the product will automatically be deducted from their total.
“Themore you review and engage with the community, the more products you will get to review. Some of our top reviewers so far during the trial phase have saved over $100 on their grocery bill,” adds Howells.
“All customers will also be able to benefit from ‘The Bunch’ as you will be able to jump online and read thousands of product reviews left by other shoppers, or be inspired with bunch recipes, articles and advice included on the site.”
In addition to ‘The Bunch’, Woolworths says that customer views are taken on board in the development and product review stage via the customer tasting panel based at the Woolworths Food Innovators Centre at Bella Vista in Sydney.