P&G launches review channel on FMCG brand sites

P&G has launched product rating and review functions on its Head & Shoulders and Ariel brand websites as part of a strategy to engage consumers with its brands.

Users can now submit a review of a product with a star rating. The function is currently available on the full portfolio of Head & Shoulders products as well as on the Ariel Excel Gel product page.

Rating and review features have grown in popularity in recent years but the move by P&G is among the first by a major FMCG company.

The aim is to provide a user-generated resource of product reviews to enrich the site’s content and help inform future P&G products.

The initiative is part of a company-wide strategy to increase integration between P&G’s customers and brands via its Consumer is Boss initiative.

A P&G spokeswoman said, “It’s important we provide a mechanism for consumers to give feedback on our products and services. The ratings and review function on the Head & Shoulders and Ariel sites provides valuable opportunities for consumers to tell us what they think and allows them to share information not only with P&G but also other consumers who visit the sites.”

Charlie Osmond, commercial director of social media agency Fresh Networks, said it was a significant move, “It’s a big step forward for P&G. Reviews are something a retailer would do. This is very product focused and I suspect it’s only the start of a broader strategy,” he said.

Osmond added the move was likely not only to provide more content on the site but also boost natural search to increase traffic.

This story first appeared on newmediaage.co.uk