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Online and in the Aisle in Australia: 3 Word-of-Mouth Strategies for Global Retail

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The plethora of communication platforms available today has transformed the way consumers interact with retailers. Do you know why consumers are choosing to shop with you over competitors, and do you know what they are looking for once they come into your store?

The word-of-mouth era that we live in today makes answering those questions possible.

In this deck, learn about the three word-of-mouth strategies that retailers are using to succeed in this constantly transforming retail environment:

1. Attracting the searching (and mobile) consumer through word-of-mouth content
2. Aligning with consumers’ expectations on the path to purchase
3. Creating shopper loyalty through sentiment analysis

Published in: Retail
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Online and in the Aisle in Australia: 3 Word-of-Mouth Strategies for Global Retail

  1. 1. 1 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 Online and in the Aisle: Word-of-Mouth Strategies for Retail Dalia Seidner, Director of APAC Marketing, Bazaarvoice
  2. 2. 2 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. dalia.seidner@bazaarvoice.com @daluch
  3. 3. 3 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. What exactly is word-of-mouth?
  4. 4. 4 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Agenda •  How the consumer has changed •  Three word-of-mouth strategies for the constantly transformative retail environment: 1.  Attract the researching consumer 2.  Provide an engaging experience 3.  Build loyalty
  5. 5. 5 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Consumers have changed
  6. 6. 6 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Digital WorldPhysical World Today, we live in simultaneous worlds…
  7. 7. 7 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. ROBO- The way they shop has changed Shopping can happen at any time, any place. For every $1 spent online, $4.94 is influenced offline³ ³Forrester 2013 Cross-Industry Study
  8. 8. 8 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. The “Zero Moment of Truth” Stimulus First Moment of Truth (Shelf) Second Moment of Truth (Experience) Source: https:/www.consumerbarometer.com/en/insights/?countryCode=AU 10.4sources of information before making a purchase decision Consumers look at an average of
  9. 9. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9 EPSOtherBazaarvoice - 601701849Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 9
  10. 10. 10 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
  11. 11. 11 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. The new communication platform Global connectivity has EXPLODED 20%of the world population owns a smartphone2 30%of product pageviews in APAC market are through mobile1Sources: 1. Conversation Index 8 “based on statistical modeling of transactional data from numerous product categories” 2. https://www.consumerbarometer.com/en/ insights/?countryCode=AU 3. https://www.consumerbarometer.com/en/ insights/?countryCode=AU 23%of Australian smartphone users used their smartphone during their last purchase3
  12. 12. 12 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. The messages they trust have changed “A brand is no longer what we tell consumers it is – it is what consumers tell each other it is.” - Scott D. Cook, Founder, Intuit; Board of Directors, eBay and P&G
  13. 13. 13 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 1 Nielsen, 2012. What do consumers trust? 92% 76% 94% Of consumers trust earned media above all other advertising¹ Asia-Pacific consumers trust consumer opinions posted online¹ Asia-Pacific consumers trust “recommendations from people I know”¹ Consumers have more trust in reviews than in traditional brand advertising.2 ³Forrester 2014 Consumer Study 3X
  14. 14. 14 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Directing the path to purchase to lead to you Experience #2: Deliver an engaging retail Loyalty #3: Build #1: Attract the researching consumer
  15. 15. 15 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Use word-of-mouth content to help the researching consumer find you Attract
  16. 16. 16 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Product Page w/ Reviews Product Details (~150 words) Reviews (~800 words) Header (~100 words) Footer (~100 words) Ads (nominal) Recommendations (nominal) Product Details (~150 words) Header (~100 words) Footer (~100 words) Recommendations (nominal) Ads (nominal) Typical Product Page Attract Source: BV Client Data
  17. 17. 17 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Product Page w/ Reviews Product Details (~150 words) Reviews (~800 words) Header (~100 words) Footer (~100 words) Ads (nominal) Recommendations (nominal) Fresh content gets rewarded  in search algorithms Attract Source: BV Client Data Reviews impact search results in three ways: Reviews give search engines more content to crawl Page becomes relevant for a wider range of keyword search terms
  18. 18. 18 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Product Page w/ Reviews Product Details (~150 words) Reviews (~800 words) Header (~100 words) Footer (~100 words) Ads (nominal) Recommendations (nominal) Attract Source: BV Client Data 15%lift to organic search traffic to product pages
  19. 19. 19 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Friskies increases organic search traffic 28%increase in traffic to pages with reviews 147%increase in traffic coming from phrases that contain the word “review” Attract
  20. 20. 20 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Deliver an engaging retail experience with word-of-mouth content Experience
  21. 21. •  Language •  Logic •  Critical thinking •  Numbers •  Reasoning Validate •  Recognizing faces •  Expressing emotions •  Spontaneity •  Intuition •  Creativity Inspire Shoppers are both Rational and Emotional Experience
  22. 22. 22 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 40-70% of online shoppers read reviews before buying online Convert 2x higher after reading 15-50% of shoppers who purchased in-store read reviews before buying 1 in 10 shoppers go elsewhere when they do not find reviews In the digital world, consumers research regardless of where they buy... Experience EXIT
  23. 23. 23 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Differentiate your shopping experience •  Increase product awareness and perception •  Become a destination of information not just a transaction Average Order Value – 4% Conversion – 15% Revenue Per Visit – 19% Experience
  24. 24. 24 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Deliver word-of-mouth in-store •  Integrate word-of-mouth at the point of sale •  Display content that helps shoppers connect to products Experience
  25. 25. 25 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Build loyalty by listening and responding to what customers say Loyalty
  26. 26. 26 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. John Lewis: Sentiment Analysis Turns Product Insight into Customer Advocacy Loyalty
  27. 27. 27 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Review insights improve product mix and merchandising Adapt to consumer sentiment Loyalty Discover customer dissatisfaction through reviews
  28. 28. 28 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Use sentiment analysis across your business bring backthe pocket Loyalty
  29. 29. 29 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Dalia Seidner Director of APAC Marketing dalia.seidner@bazaarvoice.com @daluch Experience #2: Deliver an engaging retail Loyalty #3: Build#1: Attract the researching consumer

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