Lotte Super Operates 'Honest Review Team' to Evaluate Its Own Smart Farm

Naeil Farm Honest Review Group Brand Site.

[Asia Economy Reporter Jeon Jinyoung] Lotte Super is recruiting and operating a “Honest Review Group” for customers every month on the Naeil Farm brand site along with the launch of Naeil Farm.

According to Lotte Super on the 14th, the Naeil Farm Honest Review Group provides Naeil Farm products free of charge to about 50 selected customers each month. Selected customers experience the products and leave honest reviews about the products on their social networking service (SNS) feeds. These review feeds are made public and can be viewed on the Naeil Farm brand site with the customers’ consent.

The Naeil Farm Honest Review Group differs from other brand experience groups that request reviews focusing mainly on the positive aspects of their brand products. The only guideline Lotte Super provides to the Honest Review Group is “If it’s good, say it’s good; if it’s not, say it’s not. It doesn’t matter how you write it, just try the product and leave an honest review.”

The purpose is to actively reflect the customer evaluation information collected through the Honest Review Group in future product improvements and development. Although the review posts include not only positive but also negative evaluations, Lotte Super believes these also help improve the brand.

Lotte Super conducted the first Honest Review Group for the “Smart Farm Antibiotic-Free Eggs” product, the second group for “Smart Farm Pesticide-Free Salad” and “Leafy Vegetables” for one month each, and is currently operating the third group for “Smart Farm Sweetel Cherry Tomatoes.” Through the first and second group activities, it was confirmed that consumer interest and feedback levels for Smart Farm products are very high, so the scale of the Honest Review Group has been expanded from the third group. Each recruitment has shown a high application rate, and the third group was successfully closed with a 5:1 competition ratio.

Ki Hyunkyung, Marketing Team Leader at Lotte Super, said, “Requesting honest reviews also reflects Lotte Super’s confidence in the quality of Naeil Farm products. Moreover, customers participating in the Honest Review Group are highly engaged customers from the brand’s perspective, so their opinions, whether positive or negative, become the flesh and bones of the brand,” adding, “We will develop future products and improve existing products in better directions by reflecting honest opinions.”

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