How Pilot Pen Uses Revuze to Build a Consumer-Centric Strategy

The Challenge

Pilot Pen, known for its wide range of writing instruments, faced challenges in effectively analyzing and utilizing customer feedback. The brand had strong POS data and social listening capabilities, but it struggled to pinpoint product-specific insights at the SKU level, particularly when it came to customer reviews across multiple retailers.

Challenge #1: Manually Processing Review Data

Before Revuze, Pilot Pen’s team had to manually scrape reviews from Amazon, track them in Excel, and attempt to identify trends and issues. This manual process was inefficient and prone to bias, as the team often focused on the most recent reviews or sought to confirm existing assumptions rather than discovering new insights.

Challenge #2: Lack of SKU-specific insights across retailers

While social listening provided Pilot Pen with broad insights into consumer sentiment, it didn’t offer the SKU-level granularity they needed. The team couldn’t determine how consumers felt about specific products at individual retailers or track variations in feedback between different channels.

​​The Solution

Pilot Pen adopted Revuze to overcome these challenges and transform its approach to consumer analytics by tapping into the true voice of the customer (VoC). With Revuze, Pilot Pen gained access to a powerful platform capable of analyzing unstructured review data across retailers and SKUs.

Identify Product-Specific Issues

Revuze allowed Pilot Pen to detect problems tied to specific SKUs or retailers. For example, they identified that a particular type of notebook received negative reviews, which was initially perceived as a broader product issue but turned out to be retailer-specific.

Capture Actionable Insights for Product Innovation

Revuze also enabled Pilot Pen to gather actionable insights for product development. Customer reviews revealed that consumers desired a “fancier” version of a popular pen, prompting the company to respond with a more premium product offering.

Leverage SKU-Level Data

The ability to dive into reviews at the SKU level empowered Pilot Pen to refine their products. For instance, Revuze helped the team realize that a new ink color was not being perceived as dark enough, leading them to change the product’s description to better meet consumer expectations.

The Results

Using Revuze, Pilot Pen experienced a transformation in the way it approached consumer feedback and product development. The marketing team, now equipped with SKU-specific insights and category-level benchmarking, was able to make data-driven decisions more efficiently and accurately. Revuze also enabled them to: