Presented by: THREE R’S FRAMEWORK APPENDIX Amy Koo Senior Analyst February 7, 2013 REACH REVIEW REWARD.

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Presentation transcript:

Presented by: THREE R’S FRAMEWORK APPENDIX Amy Koo Senior Analyst February 7, 2013 REACH REVIEW REWARD

© Copyright 2013 Kantar Retail Reach-Review-Reward Framework Appendix Quantifying Volume of Reviews: –Retailers’ Reviews Across Three CategoriesRetailers’ Reviews Across Three Categories –Retailers’ Reviews for Each CategoryRetailers’ Reviews for Each Category –Target.com Review SummaryTarget.com Review Summary –Target.com Review Details for 18 CategoriesTarget.com Review Details for 18 Categories Evaluating Retailers with the 3 R’s Framework: –Reach-Review-Reward FrameworkReach-Review-Reward Framework –Target EvaluationTarget Evaluation –Amazon.com EvaluationAmazon.com Evaluation Table of Contents Source: Kantar Retail analysis 2

© Copyright 2013 Kantar Retail 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) % %4, %16, 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

© Copyright 2013 Kantar Retail Retailers’ Reviews: Infant Car Seats Total Items Listed Items with Reviews Share of Items Reviewed Total # of Individual Reviews # Reviews per Item (of those reviewed) % % %2, Source: Company websites on 1/9/2013 and Kantar Retail analysis 4

© Copyright 2013 Kantar Retail Retailers’ Reviews: Cold Cereals Total Items Listed Items with Reviews Share of Items Reviewed Total # of Individual Reviews # Reviews per Item (of those reviewed) % % %3, Source: Company websites on 1/9/2013 and Kantar Retail analysis 5

© Copyright 2013 Kantar Retail Retailers’ Reviews: Kid’s Electronic Learning Systems Total Items Listed Items with Reviews Share of Items Reviewed Total # of Individual Reviews # Reviews per Item (of those reviewed) % %3, %11, Source: Company websites on 1/9/2013 and Kantar Retail analysis 6

© Copyright 2013 Kantar Retail Target Review Summary Total Items Listed Items with Reviews Share of Reviewed Items Total # of Individual Reviews # Reviews per Item (of those reviewed) Total (18 categories) 3, %8, Consumables (5 categories) 1, %5, Best Sellers (according to Target.com) %1, Discretionary (13 categories) 1, %3, Private Label (7 categories) 1, %1, 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

© Copyright 2013 Kantar Retail Total Items Listed Items with Reviews Share of Reviewed Items Total # of Individual Reviews # Reviews per Item (of those reviewed) Total 3, % 8, Kids Bikes15 100% Target + Neiman Marcus484696% Kitchen Carts & Islands957074% TVs %1, Skin Care Cleansers %3, Infant Car Seats533158% C9 by Champion Women’s % Dog Food & Treats % Kids’ Learnings Systems % Girls Dresses and Skirts641523% Patio Tables862023% Mens Jeans951819%36 2 Laundry Care %1, Auto Care & Maintenance % Party Favors % Decorative Pillows & Throws % Cold Cereal % Canned Food % Target Review Details for 18 Categories Source: Company website on 1/9/2013 and Kantar Retail analysis 8

© Copyright 2013 Kantar Retail Source: 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

© Copyright 2013 Kantar Retail Source: Kantar Retail research and analysis 10 BroadTailored ClearQuick Emotional Tangible REACH REVIEW REWARD / 30

© Copyright 2013 Kantar Retail Source: Kantar Retail research and analysis 11 BroadTailored ClearQuick Emotional Tangible REACH REVIEW REWARD / 30

© Copyright 2013 Kantar Retail 245 First Street Floor 10 Cambridge, MA F Amy Koo T Senior Analyst