BISCUITEERS
BISCUITING DELIGHT
We have analysed your Trustpilot reviews to February 2025 to highlight the things that your customers love and the things that you need to improve.
The analysis uses text analytics to identify the themes discussed by reviewers, the number of times themes are mentioned and the strength of feeling behind each theme.
The analysis helps to identify marketing hooks for the promotion of your products as well as providing an early warning alert where performance is below par.
In Summary
Delight
Reviewers love the presentation of your biscuits and frequently mention how beautifully decorated and packaged they are.
Customer Service and VFM
Customer Service and Value For Money are two areas that underperform and need to be addressed before they impact upon your Trustpilot score.
Ordering process
The ordering process is very positively reviewed with the design and layout of the website praised.
Gifting Occasions
Recipient are generally delighted to receive your biscuits as a gift. There is a slight concern about whether your Mother's Day messaging has been effective in previous years.
What are reviewers talking about?
The word cloud drawn from Trustpilot reviews of Biscuiteers reveals overwhelmingly positive views, with a strong focus on the gifting experience and product quality. Customers frequently describe the biscuits as "beautiful," "lovely," and "delicious," emphasising their visual appeal as well as their taste. The words "absolutely delighted" and "excellent service" appear prominently, indicating high levels of customer satisfaction with both the product and the delivery process.
Phrases such as "easy to order," "arrived on time," and "well packaged" suggest that the online ordering experience is smooth and reliable, an important factor for a company that specialises in gifts, often purchased for delivery to others. There is also a strong emotional undertone to the reviews, with many referring to the items as "gifts for a friend" or for occasions such as birthdays and Mother’s Day, reinforcing the brand's position in the premium, thoughtful gifting space.
The recurring mention of "gifts from Biscuiteers" and the focus on presentation, with words like "beautifully decorated" and "gift tins," show that the unboxing and visual impact are just as important as the product itself.
Overall, customers clearly value Biscuiteers not just for its biscuits but for the memorable and premium gifting experience it delivers.
We can group the words and phrases shown in the word cloud into distinct themes to get further insight into the conversation that consumers have about your brand.
The chart shows that ordering biscuits for special gifting occasions such as birthdays and Mother's Day is the most common theme mentioned along with how beautifully gift sets are decorated and the quality of your biscuits. The least mentioned are costs and customer services but these two themes are also in need of attention, as is discussed next.
KEEPING THE CUSTOMER SATISFIED
When applying sentiment analysis to the themes, we can see that you have remained consistently strong in areas tied to the brand’s core strengths particularly Gift Occasions, Decoration and Quality and Delivery. These themes show high scores throughout the six-year period, suggesting that customers continue to view the brand as a reliable and aesthetically pleasing choice for gifting.
Overall Service has also performed well, closely tracking the top-performing categories and reinforcing Biscuiteers’ reputation as a dependable premium gifting provider. However, the radar chart below reveals weaker and more variable performance in Customer Service and Cost & Value for Money (VFM) compared with the average sentiment across all other themes.
The most striking insight is the gap between Customer service and the rest from 2020 onwards. While sentiment towards the broader experience (excluding Customer service and Cost & VFM) has remained stable and high, Customer Service sentiment has declined notably, reaching a low point in 2021 and only partially recovering since.
Cost & VFM also lags behind the average, highlighting ongoing perceptions that the products may be expensive relative to their value, even if the quality and experience are well-regarded.
This suggests that while customers continue to appreciate many aspects of the Biscuiteers offering they have become dissatisfied with the ability of Customer Service to resolve issues (particularly around refunds). The divergence in these trends highlights Customer service as a potential area for improvement to bring it in line with the otherwise positive brand perception.
Biscuiteers for those special gift occasions
The chart below highlights an important contrast between general and specific gifting experiences.
Overall, sentiment remains consistently high when the word "gift" is mentioned, suggesting that customers are very satisfied with Biscuiteers as a gifting brand. This line stays steady and strong across the years, reaffirming the company’s core strength in premium, thoughtful gifting.
However, sentiment tied to other specified occasions, such as Christmas, Easter and Mother's Day, shows greater fluctuation. While it saw a significant improvement between 2019 and 2022, it declined sharply in 2023 and 2024. This drop may reflect unmet expectations around delivery timing or emotional resonance for a highly personal occasion like Mother’s Day, where customers may be less forgiving of issues.
Sentiment for birthday presents follows a gentler decline from its 2019 peak but begins to recover after a dip in 2022, suggesting Biscuiteers may have made improvements in this area.
The key insight for Biscuiteers is that while the brand’s general gifting offer continues to delight, there is a growing gap in satisfaction when it comes to emotional, seasonal buying occasions.
Addressing this through enhanced occasions planning, clearer delivery messaging and perhaps more personalised product options could help restore trust and sentiment around these key peaks in the gifting calendar.
What Are You Good At and What Do You Need To Improve?
The quadrant analysis visualises the relationship between the average Trustpilot rating when a theme is mentioned and the number of times it is mentioned. This helps identify which topics are most discussed by customers and how positively they are perceived, effectively mapping potential loyalty drivers against lower-performing pain points.
In the top-right quadrant - labelled High Frequency, High Loyalty - we see themes such as Overall Service, Decoration and Quality, Delivery and Gift Occasions. These areas not only receive a high volume of mentions but are also rated highly by customers, indicating that they are core strengths of the Biscuiteers brand. The consistency here reflects well on the brand’s positioning as a premium gift experience, with these attributes contributing positively to both satisfaction and loyalty.
In contrast, the bottom-left quadrant -Low Frequency, Low Loyalty - includes Customer Service and Cost & Value for Money (VFM). These are discussed less often but attract significantly lower scores, suggesting they are weaker points in the customer experience. Although not the dominant themes in customer feedback, their negative sentiment poses a reputational risk if left unaddressed. For a luxury gifting brand, poor perceptions around customer support and pricing fairness can undermine the otherwise premium experience.
The top-left quadrant - Low Frequency, High Loyalty - features Presentation and Order Process, both of which are positively viewed but less frequently mentioned. These may be considered as under-leveraged strengths: aspects that are appreciated when noticed but which might not be front-of-mind for customers or promoted strongly enough in the brand experience. With better visibility or reinforcement, they could enhance overall sentiment even further.
Notably, there are no themes in the bottom-right quadrant - High Frequency, Low Loyalty -which is a positive indicator. It means none of the frequently mentioned areas are consistently underperforming.
Taken together, this analysis suggests that Biscuiteers is delivering strongly on its most visible brand promises but it should consider improving customer service responsiveness and reassessing perceptions of value to ensure a more balanced and resilient customer experience.
