CR Helps Consumers. And GregoryScott Helps CR
Consumer Reports
CR has delivered valuable advocacy to consumers in the form of trusted, unbiased, evidence-based reviews for over 80 years. Throughout this nonprofit’s iconic existence, CR reviews were limited to members only. Enter CR Recommended™, powered by GregoryScott technology, publishing industry expertise, and unbeatable sales strategy. CR Recommended™ now enables all consumers to see if a product is recommended by CR—while also empowering manufacturers to profitably promote that they are among a select group to receive this influential distinction.
The Challenge
CR knew just how powerful their reviews were compared to the growing number of inferior, pay-to-play reviews in the marketplace. But as a nonprofit that offers reviews that are never swayed by anything but hard data, how to get these reviews to all consumers, ensuring that a recommendation could be thoroughly regulated and that manufacturers with products of a high enough quality to earn this merit would always be in 100% compliance? CR knew their stellar reputation was at stake. Adding to this challenge, CR also needed an expert to take on their massive reprint business from a vendor that was not realizing what CR knew was greater potential.
The Results
While seamlessly taking on CR’s reprint program—swiftly exceeding the previous vendor’s performance —YGS developed a breakthrough technology solution for the company’s nascent CR Recommended™ program, along with a sales strategy and swift deployment of a controlled launch to validate the concept.
Sounding simpler than it was (isn’t that the point of great technology?), YGS enables CR Recommended™ to appear on an eligible physical product/package or on a web page, which consumers can scan or click to go right to an online recommendation that shows the rating, review, and methodology this product went through to achieve this coveted distinction. Behind the scenes, a proprietary technology protocol from YGS uses a digital leash to control the usage of the CR RecommendedÔ mark in all instances and without exception: in physical locations and online. And if a product is no longer recommended, the consumer is informed that the recommendation has expired.
In addition, this technology alerts the YGS sales team to reach out to the manufacturer before the expiration, if the product will once again be eligible to display CR Recommended™. That way, consumers always receive valid and valuable recommendations, manufacturers benefit from some of the most credible marketing available, and CR maintains its uncompromised and unequaled status.
“CR Recommended™ is something we wanted to do for a very long time —but it was an initiative that required strategic and operational tact, ensuring that we developed the program in a way consistent with our core values, and above all, preserves our trust and independence. And we did it! But we couldn’t have done it without the incredible talent, dedication, and perseverance of the YGS team! You demonstrated a real creativity, understanding, and commitment to this program, to CR, and to consumers in the marketplace. Equally impressive was that you were able to help launch CR Recommended™ while, in parallel, successfully transitioning our reprints business—without any interruptions in service! Kudos to all!”
Rob Gentile
General Manager, Brand Licensing
Customer Profile
Throughout this nonprofit’s iconic existence, CR’s trusted, unbiased, evidence-based reviews were limited to members only. Enter CR Recommended™, powered by YGS technology, publishing industry expertise, and unbeatable sales strategy. CR Recommended™ now enables all consumers to see if a product is CR Recommended™—while also empowering manufacturers to profitably promote that they are among a select group to receive this influential distinction. Simultaneously taking on CR’s massive reprint program, YGS developed a breakthrough technology solution for the company’s nascent CR Recommended™ program, along with a sales strategy and swift deployment of a controlled launch to validate the concept.