THE CONVERSATION

We've analysed the topics of conversation that are significant to your customers and undertaken a regression analysis to identify those attributes that influence your star rating on Trustpilot. Some factors have a positive influence but some have a negative one meaning that if this thing happens, people are less likely to give you a high rating.

The quality of meals that can be made with your pots and the range and choice available, significantly impact customer ratings, suggesting that messaging and promotion around quality and taste could greatly enhance user satisfaction and positive feedback.

Ingredients and recipe cards also play crucial roles but to a lesser extent, indicating that maintaining high standards here remains important.

On the other hand, the negative influence of the website/app and perceived value of your pots suggest  areas for improvement. Enhancing the functionality and user experience of the digital platforms and addressing value concerns through better pricing strategies or clearer communication of benefits could help mitigate negative perceptions.

If we isolate reviews left over the last year or so, we can identify the attributes that have a stronger influence more recently. From this analysis, meals has increased in influence along with recipe cards. We also see a slight improvement in value as a positive influence but more focus needs to be given to this attribute to increase the cut through of the value proposition.

ASSOCIATED SHOPS

Looking at the other categories shopped by your customers can tell us about their wider buying behaviour.

The chart displays the 'Ratings Odds Ratio,' which measures the odds (or likelihood) of customers who shop in a specific category leaving a high stars reviews for you, compared with the odds of those who don’t shop in that category doing the same. We then express the difference between these odds as a percentage.

Customers who shop in the bathrooms & kitchens and furniture stores categories are much more likely to leave higher star reviews and be larger in number. These are your most important customers. People who leave reviews for logistics and shipping companies are also important but we find this is a big category for many businesses who are primarily online and, therefore, not a differentiator.

The analysis suggests a specific customer profile that values convenience, quality and home improvement. This demographic is likely to be made up of homeowners, possibly in higher income brackets, who are invested in enhancing their living spaces. These insights present significant opportunities for targeted marketing strategies and partnerships. You could explore collaborations with home improvement and furniture retailers to offer cross-promotions and bundled deals, which would resonate with this customer base. Additionally, creating content and products that integrate themes of home enhancement and efficient, healthy meal preparation could effectively capture the interest of this segment. This approach not only broadens the reach but also enhances customer engagement by aligning with their lifestyle preferences and spending habits.

Reviewers in the grocery stores and markets category have a negative Ratings Odds Ratio. This means the more they shop those categories the lower the rating they give you. This could be because they are more likely to cook from scratch and don't see the need for a kit or it could be that they have had a poor experience with the pots in the past.

It should be kept in mind that there could be other factors at play, such as age, gender and location, that might better explain the data. These are not collected by Trustpilot and, therefore, cannot be used in the analysis.