Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Going local: Driving advocacy close to home

304

Published on

Why rely on meta-searches and aggregate sites to drive local traffic? Learn how to better focus your efforts by engaging local advocates to capture the attention of close communities.

Why rely on meta-searches and aggregate sites to drive local traffic? Learn how to better focus your efforts by engaging local advocates to capture the attention of close communities.

Published in: Marketing, Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
304
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • A bit about Briggs
    Headquartered in Milwaukee, Wisconsin,
    World’s largest producer of gasoline engines for outdoor power equipment

    In addition to engines, also a leading designer, manufacturer, and marketer of:
    Walk-Behind Lawn Mowers
    Riding Mowers and Tractors
    Zero Turn Mowers
    Snowthrowers
    Home Generator Systems
    Portable Generators
    Pressure Washers

    Portfolio of brands includes:
    Briggs & Stratton®
    Vanguard™
    Simplicity®
    Snapper®
    Ferris® 
    Snapper Pro® 
    Brute® 
    Murray®
    Victa

    Briggs & Stratton products are designed, manufactured, marketed and serviced in over 100 countries on six continents,
  • Market opportunity
    Our products are in 60-70 million homes – we just don’t know which ones
     
    Dealer channel is important to us strategically--area for growth and profit.
    The Dealer is nearly the only place where our brand/company has a face-to-face interaction with a customer. Yet, we have little direct control over that interaction.
    Investing in Dealer reviews potentially could provide us a "first-mover" advantage versus our other competitors.
  • For BASCO dealers, we are rolling our Bazaarvoice Local to capture and amplify the advocacy of our local dealers’ customers, and bring those online

    Collecting reviews on all BASCO dealers, and making BV local available to a select group of 2,300 dealers
    BV Local 

    The objectives are three-fold:
    Collect VOC feedback on our dealer network and use that feedback to improve our relationship with our dealers, and ultimately, the customer experience at the dealership
    Educate the dealers, who are generally not digital marketing experts and don’t have critical mass to invest in this on their own
    Reach more in-market consumers (and businesses) in their search, and guide them to the best dealer in their area.
  • Consumers are willing to write reviews
    The feedback is helpful (we’ll pull a couple review examples with constructive feedback in the comments)
    The content is good marketing copy – nothing to be scared of (we’ll pull a few examples, average rating, etc)
    Requires hands-on approach - gotta push roll-out through the dealer channel (slow adoption)
    Lots of communication to the dealer
    Training, training, training - emails, webinars, and (maybe) in-person
  • Compliments the product reviews
  • 7
  • Transcript

    • 1. #bsocial14 Going local: Driving advocacy close to home Dave Cluka
    • 2. #bsocial14 Our Brands
    • 3. #bsocial14 Market Opportunity
    • 4. #bsocial14 Vision & Plan
    • 5. #bsocial14 What We’re Seeing
    • 6. #bsocial14 What We’re Seeing
    • 7. Jim Bassett, Digital Operations and Intelligence Bazaarvoice Summit US, 13 May 2014 © Argos 2014
    • 8. Argos facts • 3rd Largest visited retail website in the UK • 750+ UK Stores and growing • 50,000 products • 50% of transactions come from digital channels • 90% of digital ones are multi-channel (check & reserve) • 1 year into a 5 year transformation plan • Working with Bazaarvoice strategically for 6 years • Collected over 2 million customer product reviews • BV Local supports our transformation © Argos 2013 8
    • 9. Reinventing as a digital retail leader
    • 10. © Argos 2013 10
    • 11. Store of the future, today: Argos Digital Concept stores
    • 12. Digital browser
    • 13. Pay & Collect and Fast Track
    • 14. Largest delivery network in UK: Hub & Spoke and voice pick Hub & S o e k p
    • 15. How do we stay close to the local consumer? © Argos 2013 15
    • 16. © Argos 2013 16
    • 17. © Argos 2013 17 Great insights from Bazaarvoice Local 1) Will Argos customers actually share their store feedback via reviews, and will we get enough for this to be meaningful? 2) Will we gain specific and ongoing insights that enable Argos to create a better experience store by store? 1) Will we learn strategic lessons about our “store of the future” digital store format roll-out to make real improvements? YES YES YES
    • 18. © Argos 2013 18 1) Will Argos customers actually share their store feedback via reviews, and will we get enough for this to be meaningful? 12,969 Reviews received across 96% of stores 18.2 Average number of reviews per store 4.48 Average overall rating from customers across all stores (out of 5.0)
    • 19. © Argos 2013 19 2) Will we gain specific and ongoing insights that enable Argos to create a better experience store by store? Select Moderation Status: APPROVED Select Country: England Select Region(s): Central London Age 35 to 44 Gender Female Store Name Avg. Overall Rating Avg. Store Cleanliness Avg. Staff Knowledge Avg. Ease of Shopping Experience Average of SpeedOfService # Reviews Submitted Putney 5.00 5.00 5.00 5.00 5.00 1 Marble Arch 5.00 5.00 5.00 5.00 4.50 2 Victoria 5.00 4.50 4.50 5.00 5.00 2 Edmonton Ravenside Retail Park 5.00 5.00 5.00 5.00 5.00 2 Peckham 5.00 5.00 5.00 5.00 5.00 1 Holloway 5.00 5.00 5.00 5.00 5.00 1 Streatham 5.00 5.00 5.00 4.00 4.00 1 Kilburn 5.00 4.00 5.00 5.00 5.00 1 Wood Green 5.00 4.00 4.00 4.00 5.00 1 Balham 5.00 4.50 4.50 4.50 4.50 2 Leytonstone 5.00 5.00 5.00 5.00 5.00 1 Dalston 4.83 4.50 4.33 4.83 4.83 6 Brixton 4.67 4.67 4.67 4.67 5.00 3 Camden 4.33 4.33 4.33 4.33 3.00 3 Walworth Road 4.00 4.00 4.00 5.00 5.00 1 Wandsworth 4.00 3.00 4.00 4.00 5.00 1 Hammersmith 4.00 4.50 4.50 4.00 4.00 2 Old Street 3.67 5.00 4.00 3.67 3.67 3 Whitechapel Road 3.50 3.25 4.25 2.75 3.50 4 Old Kent Road 3.50 5.00 3.50 3.50 3.67 6 Kensington 3.50 4.50 3.00 3.00 3.00 2 Stratford 3.00 2.00 1.00 3.00 1.00 1 Chancery Lane Holborn 2.00 5.00 5.00 1.00 3.00 1 Edmonton Green 1.00 2.00 1.00 1.00 2.00 1 Grand Total 4.20 4.43 4.18 4.06 4.12 49 719 Reviews with commentary on parking and/or store location Reviews with negative customer service experience1,137 Reviews with Staff Accolades5,813
    • 20. © Argos 2013 20 3) Will we learn strategic lessons about our “store of the future” digital store format roll-out to make real improvements? Actionable Feedback: “CollectionPoint numbers are easily hidden by ppl standing in front of them. Alert when goods ready to collect also gone so ppl whose stuff is ready are blocked from counter by others whose stuff isn't ready. Also signage about pay points was confusing people.” - YourMum (Chancery Lane Holburn, Central London) Really not good and a bit of disarray. Get it right, have a queueing system so people don't feel peeved that they are waiting longer than someone whose just walked through the door. Have a section where people then wait for their goods. … All good to move with the times digitally but get the customer service bit right! - Soul7 (Marble Arch, Central London Ease of Shopping Experience+34% Speed of Service+29% Staff Knowledge+91% Store Cleanliness+8% Customer Service+15% Improvement in digital store experience: Offpeak vs. holiday season
    • 21. © Argos 2013 21 What’s next Argos’ store reviews can be indexed by Google and displayed for local search results allowing for the transition from: BEFORE: Only reviews seen are the minimal negative reviews collected directly by Google, Yelp and others. AFTER: Argos reviews seen within results provide better balance, higher ratings & credibility
    • 22. © Argos 2013 22 What’s next Store reviews on Argos store pages In-store pickup reviews in eCommerce path Internal heat map to visually show service level by region

    ×