Use your reviews as shopper proof, not brand opinion. Here’s how to put them to work in your next pitch.
Here’s how to turn your video review into proof for your buyer that you understand your category, the shoppers you’ll bring, and where you fit in the range.
Capture whether each reviewer would buy again automatically at the point of upload, no extra briefing needed, so you get a % you can cite as a proxy for repeat rate, one of the numbers buyers weigh most heavily when they can’t lean on your sales history.
A buyer wants to know how you sit next to what’s already on shelf, not how you perform in isolation. Send reviewers in to compare your product directly against your target shopper’s current range, so the buyer sees where you win against named competitors, not just that shoppers like you.
Example: PROfeel reviewers comparing their protein range against Sainsbury’s current range
Send reviewers on a store walk: have them narrate the current category range and talk through what they see, what’s confusing, and what’s missing. It’s proof you understand shopper behaviour across the whole fixture, and it’s where the gaps and opportunities in the range surface in the shopper’s own words.
If you’re pitching Waitrose, get Waitrose shoppers reviewing you specifically, not a general sample. It shows the buyer what their own customer thinks of you.