Should you obtain a Monde Selection award?

A topic that often comes up in the field of food e-commerce and mail order is
"Should I get a Monde Selection award?"
as a question.

Let me give you the conclusion.
There is nothing inherently wrong with obtaining one.
However,excessive expectations are forbidden.

■ The essence of the Monde Selection award

First, what you need to understand is that
Monde Selection
is not "an award that guarantees a product will sell."

・It performs quality evaluations
・You can win if you meet certain standards
・It is not a competition for rankings

In other words,
it is a type of "seal of approval for quality".

If you misunderstand this,
you will make the wrong judgment.

■ Common misconception ① "If you win an award, it will sell"

This almost certainly will not happen.

Just by winning an award,

・Conversion rates will not rise dramatically
・Advertising costs will not go down
・Repeat purchases will not increase

There is no such magic.

A product that does not sell
will almost never start selling
the moment it wins an award.

■ Common misconception ② "It works on everyone"

The demographic for whom Monde Selection
is likely to be effective is actually limited.

・The elderly
・Those with low mail-order literacy
・Customers with strong initial anxiety

For this demographic,
it has a certain effect as "reassurance material".

Conversely,

・Those who compare products intensely
・Those with specialized knowledge

it hardly resonates at all.

■ How to use Monde Selection effectively

The ways to feel the effect in the field are as follows:

・As a trust factor at the bottom of the product page
・As supplementary explanation during phone sales
・As a source of authority in print media

Use it strictly as
a "final push."

This is the correct positioning.

■ How to use Monde Selection ineffectively

Conversely, common mistakes include:

・Placing it at the center of your catchphrase
・Making the award itself the main selling point
・Omitting product descriptions

Doing this
can give the impression that the product is weak.

■ The perspective of whether it is worth the cost

Naturally,
there is a cost to obtaining a Monde Selection award.

What you should consider here is
not sales growth, but CVR improvementinstead.

・Will the initial application rate increase by a fraction of a percent?
・Will the phone conversion rate increase?

If you don't look at it at this level,
you will make the wrong investment decision.

■ What is truly important is not the "award"

To be blunt,
companies that rely on awards tend to have:

・Weak articulation of product value
・Shallow customer understanding

a tendency toward these issues.

Products that truly sell
will sell even without an award.

■ Conclusion: Monde Selection is like "training wheels"

A Monde Selection award is:

・A source of reassurance if you have it
・Products that sell well will sell even without it

That is how it is positioned.

Do not make it the main attraction.
Use it as training wheels.

If you do not mistake this sense of distance,
there is meaning in obtaining it.

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Thank you for reading until the end.