BRC CX 2017 - 'Inspiring to Buy'
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Matt Eames CCO at Feefo explores the power of tailoring the customer experience with UGC.
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BRC CX 2017 - 'Inspiring to Buy'
- 1. Inspiring To Buy Tailoring The Customer Experience With UGC Matt Eames, CCO
- 2. Today’s topics • Retailers relationship with UGC • The power of the play button for CX • Personalising the experience • Wrapping up
- 3. A bit about us…
- 5. The Evolution of Content
- 6. Benefits of UGC of search results for the world’s 20 largest brands are linked to UGC 25% Source: KissMetrics
- 7. UGC for Retailers UGC is a low-investment, high- impactway to generate social conversation between a brand and its fans.
- 8. Case Study: Burberry Sales surged 50% Y-O-Y following launch of site
- 9. Case Study: Coca-Cola increase in US sales 2%
- 10. Case Study: Starbucks Starbucks earned publicity and proved that they strongly value customer feedback
- 11. The power of the play button for CX With customer review content
- 12. CX in 2017 of marketing leaders believe CX will be the key differentiator for businesses in 2017.89% Source: Gartner
- 13. Grabbing attention The attention span of humans has fallen to 8 seconds since the year 2000 (the rise of mobile technology). Source: Microsoft
- 14. Bring Reviews to Life! 90%of information transmitted to the brain is visual. Source: 3M Corporation
- 15. Bring Reviews to Life! visuals are processed 60,000x faster in the brain than text. Source: Business2Community.com
- 16. Benefits of Video 85%of customers are more likely to purchase after watching a product video. Source: Kissmetrics
- 17. Bring Reviews to Life! increase in views on content that has relevant images. 94% Source: Kissmetrics
- 18. Benefits of Video video now appears in 70% of the top 100 search results listings
- 19. Benefits of Video Videos are shared 1,200xmore than text and links combined Source: Simply Measured
- 20. Red Bull Space Jump
- 21. Clever Stunt! • 52m live views • $64.8m cost • $100m + of exposure
- 24. …UGC can have a massive impact • 136 million views in 3 days • Sold out on Amazon, Walmart, Toys R Us and many more • Selling for $300 on Ebay!
- 25. Benefits of UGC UGC videos get 10 x more views than brand owned content10x Source: KissMetrics
- 26. Customers will give you video reviews…
- 27. Customers will give you video reviews…
- 28. …even for the strangest of things!
- 29. …even for the strangest of things!
- 30. Adding ‘millennials’ into the equation Born between 1980 2000 “A different world, a different worldview. Millennials have grown up in a time of rapid change, giving them a set of priorities and expectations sharply different from previous generations.” Source: Goldman Sachs
- 31. The power of feedback 93%Of millennials rely on consumer reviews before making a purchase. Source: Adweek
- 32. 3/4of millennials trust the reviews they read on brand websites. Source: Adweek The power of feedback
- 34. McDonalds are moving with the times Source: McDonalds “To improve the overall customer and employee experience: …self-ordering kiosks, handheld terminals and cashless payments.”
- 36. In a nutshell Review content doesn’t only help you sell more, it keeps you close to your customers.
- 37. Personalising the experience With User Generated Content
- 38. Personalising CX The sheer volume and variety of UGC makes it difficult for customers to find relevant content that resonates in a more meaningful way.
- 39. ‘People like me’ Show me Size Small Medium Large X Large Straight Apple Pear Hour glass Shape Short Medium Tall Giant Height 18-25 26-30 30-35 35-40 Age Inspire me!
- 40. Inspire me!
- 41. Inspire To Buy 1. Customer leaves a user-generated photo 2. Customer adds their dimensions 3. Fellow customers can filter content based on people with the same dimensions 4. Used to ‘inspire’ customers to find products from ‘people like them’
- 42. Wrapping up Using a reviews platform to collect genuine reviews
- 43. What to do tomorrow… • Consider its effectiveness at all stages of the customer Journey • Start collecting User Generated Content • Personalise the experience with an omnichannel solution Inspire To Buy!