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

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Presentation on theme: "Presented by: THREE R’S FRAMEWORK APPENDIX Amy Koo Senior Analyst February 7, 2013 REACH REVIEW REWARD."— Presentation transcript:

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

2 © 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

3 © 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) 3407021%6198.8 47215833%4,20226.6 72641557%16,46439.7 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

4 © 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) 533158%38712.5 594169%56013.7 1318867%2,10223.9 Source: Company websites on 1/9/2013 and Kantar Retail analysis 4

5 © 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) 184105%131.3 3106421%1692.6 20915574%3,03319.6 Source: Company websites on 1/9/2013 and Kantar Retail analysis 5

6 © 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) 1032928%2197.6 1035351%3,47365.5 38617245%11,32965.9 Source: Company websites on 1/9/2013 and Kantar Retail analysis 6

7 © 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) 3,48779823%8,92711.2 Consumables (5 categories) 1,74931118%5,05416.3 Best Sellers (according to Target.com) 24412049%1,58613.2 Discretionary (13 categories) 1,73848728%3,8737.3 Private Label (7 categories) 1,20422919%1,3045.7 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

8 © 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 3,487798 23% 8,927 11.2 Kids Bikes15 100%67 4.5 Target + Neiman Marcus484696%752 16.3 Kitchen Carts & Islands957074%693 9.9 TVs1258870%1,160 13.2 Skin Care Cleansers21414166%3,636 25.8 Infant Car Seats533158%387 12.5 C9 by Champion Women’s1226553%303 4.7 Dog Food & Treats1745934%241 4.1 Kids’ Learnings Systems1032928%219 7.6 Girls Dresses and Skirts641523%29 1.9 Patio Tables862023%73 3.7 Mens Jeans951819%36 2 Laundry Care 3867419%1,112 15 Auto Care & Maintenance 1432517%43 1.7 Party Favors 224209%33 1.7 Decorative Pillows & Throws 565458%78 1.7 Cold Cereal 184105%13 1.3 Canned Food 791273%52 1.9 Target Review Details for 18 Categories Source: Company website on 1/9/2013 and Kantar Retail analysis 8

9 © 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

10 © Copyright 2013 Kantar Retail Source: Kantar Retail research and analysis 10 BroadTailored ClearQuick Emotional Tangible REACH REVIEW REWARD 3 6 3 12 / 30

11 © Copyright 2013 Kantar Retail Source: Kantar Retail research and analysis 11 BroadTailored ClearQuick Emotional Tangible REACH REVIEW REWARD 8 9 8 25 / 30

12 © Copyright 2013 Kantar Retail 245 First Street Floor 10 Cambridge, MA 02142 F +1 617 499 2723 www.KantarRetailiq.com Amy Koo T +1 617 588 4134 Amy.Koo@KantarRetail.com Senior Analyst

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