Identify Marketing Claims
In their first few days using Yogi, the Tylenol team discovered two critical insights:
With new visibility into two major opportunities, the Tylenol team jumped into action, making two subtle but impactful changes:
The results speak for themselves. From these adjustments, Tylenol Dissolve packs saw a full 1 star rating increase in new reviews after the change and an estimated 9% online conversion rate increase.
“Through the outputs that we received within our partnership, we were able to uncover a totally new claim that we didn't have on our radar. We saw common themes between a lot of the consumer reviews. And we were able to work with our R&D partners, develop the marketing claim, and add that to our PDPs.” -Brianna Chamberlain
Brianna Chamberlain is a Yogi User and leader in digital innovation & capabilities at Johnson & Johnson with specialty in reviews & ratings and omni-channel eCommerce.
“In eCommerce and omnichannel, we traditionally thought about ratings and reviews as a ‘nice-to-have’ to help drive purchase intent. Now they're a must-have - that is something that I will stand behind for the rest of my life. Ratings & reviews, drive purchase, they drive trial, and they drive awareness”
One of the keys to J&J's longtime success is its ability to understand the needs of its customers and create products that meet those needs. That’s why understanding shopper sentiment has become a top priority.
With the rapid growth of eCommerce and omni channel shopping, J&J needed to quickly analyze unprecedented quantities of customer feedback data for informative and actionable consumer insights.
By analyzing customer feedback in real-time, J&J has been able to expose new customer preferences and product claims. Using this data, J&J is able to quickly respond through PDP, packaging, and messaging updates while also addressing long-term product development opportunities such as product formulation or features. This multi-layered approach has led to higher customer satisfaction, increased sales, and greater brand loyalty.
“Being able to understand what consumers are saying about our products is such a great way to optimize…helping us make real-time business decisions based on the data that we're seeing” - Brianna Chamberlain