Of course, shoppers read reviews when doing their online shopping, but these days they also read them they are in or near a store, at home, at work, and even walking down the street.

Our research across nearly 3,000 regular grocery shoppers revealed that:

• Online & Offline grocery shoppers regularly seek out and read grocery product reviews. They can be at home, in the store or on a bus when this happens.
• Google is the friend of the shopper looking for grocery reviews, so brand owners need to have enough good quality reviews on all relevant online sites.
• Shoppers are prompted most often to discover product reviews by seeing a product in-store, ads / social posts or when looking for a new product in a familiar category. It is critical if you are marketing to shoppers that your products are supported with reviews.
• Research Online and Purchase Offline (ROPO) is a common grocery shopper behaviour, but many shoppers see a product they are curious about in the store. Their first instinct is to read the reviews right where they are in front of the fixture.