Turning Shopper Reviews into Actionable Insights
On June 12, Harmonya and Firstmovr hosted a dynamic conversation on how CPG brands and retailers can move beyond simply collecting shopper reviews, and start activating them for real impact.
Key Takeaways
- Ratings & Reviews Are a Goldmine: 99.9% of online shoppers and 57% of in-store shoppers read reviews, while 98% see them as essential to making purchase decisions. Yet most brands stop at collection and syndication.
- The Maturity Loop: Firstmovr introduced the “Ratings + Reviews Maturity Loop,” highlighting how top brands evolve from collecting and syndicating reviews to activating them: mining for insights, aligning to shopper language, identifying unmet needs, and amplifying across channels.
- Harmonya’s Role: CEO Cem Kent showcased how we connect reviews to sales performance by:
- Extracting product attributes from 300+ ecommerce sources and millions of reviews.
- Enriching product data across 20,000+ tags.
- Mapping those attributes to item-level POS data to understand what drives growth.
- Real-World Case Studies:
- Mars Petcare identified health-focused attributes that mattered most to puppy parents and optimized messaging accordingly.
- Coca-Cola reimagined shelf strategy based on need states like hydration and mood boost, improving navigation and relevance.
- Whole-body deodorants emerged as a new growth segment based on review insights about occasion-based usage and sensitive-skin needs.
- Looking Ahead: Cem gave a preview of Harmonya's upcoming conversational interface designed to let users ask natural-language questions and instantly get insights, themes, quotes, and more from consumer reviews.
Keynote Session: The Future of Commerce: 2030
Presented by Dan O’Connor, Executive Fellow at Harvard Business School
Join Dan O'Connor, Executive Fellow at Harvard Business School, for an insightful session on "The Future of Commerce: 2030." In this session, Dan will explore the strategic imperatives and transformative forces shaping the future of retail. Delving into the evolving retail industry S-curves, he will focus on the rise of social selling and the emergence of Agentic commerce - driven by the increasing demand for expansive, dynamic product data.
Dan will also unpack the critical drivers of change, including advanced data strategies and GenAI use cases that are reshaping brand and retail workstreams. As these trends redefine retail organizations and roles by 2030, Dan will offer insights into what this means for retailer-supplier collaboration.
Looking ahead, Dan will outline the key attributes that will distinguish the Retailer of the Year and Supplier of the Year in 2030, providing a strategic roadmap for thriving in the evolving industry value chain.
This session is essential for the Walmart and supplier community, offering the strategic foresight needed to navigate and succeed in the future of retail!
