{"id":25263,"date":"2023-12-11T08:52:28","date_gmt":"2023-12-11T08:52:28","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=25263"},"modified":"2023-12-12T08:27:06","modified_gmt":"2023-12-12T08:27:06","slug":"real-things-you-need-care-about-home-care-consumer-reviews","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/real-things-you-need-care-about-home-care-consumer-reviews\/","title":{"rendered":"The Real Things You Need to Care About in Home Care: Consumer Reviews"},"content":{"rendered":"<p><span style=\"font-weight: 400\">In the fiercely competitive landscape of Home Care, heightened by the post-pandemic focus on germ-killing products, strategic marketing is paramount. How can you elevate your messaging for home care and cleaning products to stand out in this environment?<\/span><\/p>\n<p><span style=\"font-weight: 400\">This blog delves into the marketing strategies of two prominent home care brands, Lysol and Swiffer. By leveraging the insights gained from generative AI-powered online review analytics, we aim to understand their current efforts and explore opportunities for enhancement.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This blog dissects the nuances of consumer behavior, scrutinizes key product attributes, and uncovers the potential of generative AI in revolutionizing marketing campaigns.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">A snapshot of the home care landscape<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Before we look at our product examples, let\u2019s survey consumer behavior with Revuze\u2019s category-level data.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Many topics emerged from verified buyers\u2019 feedback, ranging from \u201cPerformance\u201d to \u201cCustomer Service,\u201d and have been assigned sentiment by Revuze\u2019s generative AI engine. The graph quickly gives a sense of what home care consumers care about.<\/span><\/p>\n<p><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-25275 size-full\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1.png\" alt=\"Topics for the Home Care &amp; Cleaning category powered by generative AI. Each topic is assigned sentiment.\" width=\"1999\" height=\"646\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1.png 1999w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1-300x97.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1-1024x331.png 1024w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1-768x248.png 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image6-1-1536x496.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Get even more granular by understanding the topics that are driving five-star as well as one and two-star ratings. In the chart below, we can identify \u201cSmell\u201d as the most important driver of five-star reviews, with a 15% lift.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Drivers of one and two-star ratings include: \u201cPrice\/Value for Money,\u201d \u201cInstructions,\u201d \u201cLeakage,\u201d \u201cShipping,\u201d and \u201cPackaging.\u201d If your own brand or product has a positive sentiment around these topics, they can be integrated into your marketing messaging.<\/span><\/p>\n<p><span style=\"font-weight: 400\">As you dive into the category-level data, try to understand what topics verified buyers are talking about and think about how you can optimize your marketing campaigns.<\/span><\/p>\n<h2><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25270\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2.png\" alt=\"Star rating drivers for the Home Cleaning Category can help marketers with their campaigns.\" width=\"1640\" height=\"1246\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2.png 1640w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2-300x228.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2-1024x778.png 1024w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2-768x583.png 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image1-2-1536x1167.png 1536w\" sizes=\"(max-width: 1640px) 100vw, 1640px\" \/><\/a><span style=\"font-weight: 400\">Lysol<\/span><\/h2>\n<p><span style=\"font-weight: 400\">The Lysol brand is well-known for its disinfectant wipes and spray and surged in popularity during the pandemic. Overall it continues to enjoy high consumer sentiment, 75% for organic reviews and 90% for incentivized ones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In this Lysol ad, the main tagline is: \u201cCleans the messes you see, kills the germs you don\u2019t.\u201d The marketing\u00a0 messaging emphasizes the product\u2019s performance in\u00a0 cleaning and killing germs. However, is that the value proposition that consumers really care about?<\/span><\/p>\n<iframe loading=\"lazy\"  id=\"_ytid_24013\"  width=\"800\" height=\"450\"  data-origwidth=\"800\" data-origheight=\"450\" src=\"https:\/\/www.youtube.com\/embed\/IBo3_VhqGpM?enablejsapi=1&autoplay=0&cc_load_policy=0&cc_lang_pref=&iv_load_policy=1&loop=0&modestbranding=0&rel=1&fs=1&playsinline=0&autohide=2&theme=dark&color=red&controls=1&\" class=\"__youtube_prefs__  no-lazyload\" title=\"YouTube player\"  allow=\"fullscreen; accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen data-no-lazy=\"1\" data-skipgform_ajax_framebjll=\"\"><\/iframe>\n<p><span style=\"font-weight: 400\">When we delve into the online review analytics from the past 24 months, the leading topics discussed about Lysol products are: \u201cSmell\u201d, \u201cOverall Satisfaction\u201d, \u201cPerformance\u201d, \u201cPrice\/Value for Money\u201d, and \u201cCleanliness\u201d. Considering the promotion, Lysol\u2019s commercial doesn\u2019t touch on the topic attribute that consumers care about, \u201cSmell\u201d, which has the highest share of discussion. Consider the impact of the commercial if it spoke to what consumers care about.<\/span><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image3-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25272\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image3-2.png\" alt=\"\" width=\"585\" height=\"351\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image3-2.png 585w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image3-2-300x180.png 300w\" sizes=\"(max-width: 585px) 100vw, 585px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">We can further dive into the \u201cSmell\u201d topic to identify consumers\u2019 terminology. The term cloud below aggregates all the \u201csmell\u201d mentions from verified buyers\u2019 reviews. We see terms like \u201csmells amazing\u201d, \u201csmell fresh\u201d, \u201csmell clean\u201d, \u201cnice\u201d. Many of these words can be incorporated into Lysol&#8217;s overall marketing messaging to better be aligned with consumers.<\/span><\/p>\n<p><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image4-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25273\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image4-2.png\" alt=\"Term cloud for Lysol\" width=\"832\" height=\"440\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image4-2.png 832w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image4-2-300x159.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image4-2-768x406.png 768w\" sizes=\"(max-width: 832px) 100vw, 832px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">To pinpoint what consumers associate with the Lysol brand, use the generative AI-powered SWOT analysis. The strengths quadrant outlines the positive qualities that consumers associate with your brand. Definitely lean into these topics for marketing messaging. Now shift to the opportunities quadrant to learn what qualities consumers associate with your brand but you may not be capitalizing on. Attributes that stand out include, \u201cPerformance\u201d, \u201cEfficiency\u201d, \u201cStains\u201d and \u201cCleanliness\u201d. Maximize the topics to enhance your marketing messaging and speak directly to your consumers.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25277\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1.png\" alt=\"SWOT Analysis for Lysol product. \" width=\"1762\" height=\"755\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1.png 1762w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1-300x129.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1-1024x439.png 1024w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1-768x329.png 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image8-1-1536x658.png 1536w\" sizes=\"(max-width: 1762px) 100vw, 1762px\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400\">Swiffer<\/span><\/h2>\n<p>Another notable home care brand is Swiffer, known for its lightweight alternative mop, which boasts easy cleanup and disposable mop wipes. Their consumer sentiment stands at 53% and 92% for organic and incentivized reviews, respectively.<\/p>\n<p>The messaging in this Swiffer commercial differs significantly from Lysol&#8217;s, focusing on its being heavy-duty and offering value for money with the tagline: \u201cTotally worth it or your money back.\u201d Similar to the Lysol ad, it neglects to address the key topic with the highest consumer sentiment: \u201cEase of Use\u201d and \u201cEfficiency.\u201d<br \/>\n<iframe loading=\"lazy\"  id=\"_ytid_62748\"  width=\"800\" height=\"450\"  data-origwidth=\"800\" data-origheight=\"450\" src=\"https:\/\/www.youtube.com\/embed\/21ts4nPg7MM?enablejsapi=1&autoplay=0&cc_load_policy=0&cc_lang_pref=&iv_load_policy=1&loop=0&modestbranding=0&rel=1&fs=1&playsinline=0&autohide=2&theme=dark&color=red&controls=1&\" class=\"__youtube_prefs__  no-lazyload\" title=\"YouTube player\"  allow=\"fullscreen; accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen data-no-lazy=\"1\" data-skipgform_ajax_framebjll=\"\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image7-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25276\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image7-1.png\" alt=\"\" width=\"582\" height=\"358\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image7-1.png 582w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image7-1-300x185.png 300w\" sizes=\"(max-width: 582px) 100vw, 582px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">The term cloud reveals prominent terms that Swiffer customers emphasize in their reviews. Phrases such as \u201cEasy\u201d, &#8220;Convenient&#8221;, \u201cSimple\u201d, and \u201cEffective\u201d represent highly appreciated product qualities. Incorporating these into any marketing campaign can elevate the product messaging.<\/span><\/p>\n<p><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25271\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2.png\" alt=\"Term cloud for Swiffer\" width=\"1540\" height=\"880\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2.png 1540w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2-300x171.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2-1024x585.png 1024w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2-768x439.png 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image2-2-1536x878.png 1536w\" sizes=\"(max-width: 1540px) 100vw, 1540px\" \/><\/a><span style=\"font-weight: 400\">Utilizing the generative AI-powered SWOT analysis simplifies the identification of Swiffer&#8217;s strengths and opportunities, which can enhance marketing messaging. In the Strengths quadrant, \u201cEase of Use\u201d and \u201cEfficiency\u201d resurface, along with \u201cPet Appropriate\u201d, \u201cSurfaces\u201d, and \u201cCleanliness\u201d. The Opportunities quadrant showcases \u201cStains\u201d and \u201cPrice\/Value for Money\u201d. While the ad conveys the latter attribute, it prompts consideration of whether the campaign would have been stronger by incorporating the other terms and topics.<\/span><\/p>\n<p><a href=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25274\" src=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2.png\" alt=\"Swiffer SWOT Analysis\" width=\"1999\" height=\"965\" srcset=\"https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2.png 1999w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2-300x145.png 300w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2-1024x494.png 1024w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2-768x371.png 768w, https:\/\/www.revuze.it\/blog\/wp-content\/uploads\/sites\/2\/2023\/12\/image5-2-1536x741.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400\">As you craft your brand\u2019s marketing campaigns and messaging, consider the different ways you can leverage online review analytics. As always, this is post-purchase data straight from the mouths of verified buyers. Leverage their own words to market your brand and product. In our analysis, we showed how two mainstream cleaning brands, Lysol and Swiffer, were not incorporating some of the key product attributes that consumers were associating with their brand. Marketing professionals can deftly upgrade their messaging with campaigns that consumers talk about. Learn more about how generative AI-powered online review analytics can support your marketing needs by<\/span> <a href=\"https:\/\/www.revuze.it\/book-a-demo\/\"><span style=\"font-weight: 400\">clicking here<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the fiercely competitive landscape of Home Care, heightened by the post-pandemic focus on germ-killing products, strategic marketing is paramount. How can you elevate your messaging<\/p>\n","protected":false},"author":42,"featured_media":25264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/25263"}],"collection":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/comments?post=25263"}],"version-history":[{"count":26,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/25263\/revisions"}],"predecessor-version":[{"id":25298,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/posts\/25263\/revisions\/25298"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media\/25264"}],"wp:attachment":[{"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/media?parent=25263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/categories?post=25263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.revuze.it\/blog\/wp-json\/wp\/v2\/tags?post=25263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}