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Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole

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Carhartt's 125+ Year UGC Journey

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Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole

  1. 1. Let me tell you a story Carhartt’s 125+ Year UGC Journey Anna Cole Director of eCommerce Carhartt, Inc.
  2. 2. The Carhartt Story
  3. 3. Why tell stories?
  4. 4. Trust in our brand inspires us today
  5. 5. Why does storytelling work?
  6. 6. Understanding the “Why”
  7. 7. Understanding the “Why”
  8. 8. The Shopper’s Story
  9. 9. Hearing the Voice of the Consumer bit.ly/UGCstudy
  10. 10. 24% 16% 12% 10% 10% 6% 29% 30% 15% 16% 18% 13% 27% 28% 30% 19% 27% 18% 10% 14% 21% 18% 21% 15% 10% 13% 21% 37% 24% 49% UGC Search Engines Promotional Emails Social Display Ads Mobile Messages Extremely influential Very influential Somewhat influential A little influential Not at all influential “Hearing the Voice of the Consumer” TurnTo - 2017 UGC influences purchase decisions more than search, email and social How influential are the following in your purchase decisions?
  11. 11. Shoppers will pay more and wait longer to receive products paired with UGC 81% 19% Ships Slow, has UGC Ships Fast, has no UGC 81% 19% Costs More, has UGC Costs Less, has no UGC “Hearing the Voice of the Consumer” TurnTo - 2017 If you see two similar items that you are interested in, which product would you buy?
  12. 12. 30% 30% 26% 24% 19% 16% 43% 41% 39% 43% 42% 32% 22% 25% 29% 28% 32% 40% 3% 3% 4% 3% 6% 9% 2%2%2%2%2%3% Increases my purchasing confidence Improves customer feedback Is more interesting than content created by the brand Creates more authentic shopping experiences Encourages me to engage with a brand Helps me to identify trending products Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree “Hearing the Voice of the Consumer” TurnTo - 2017 UGC increases purchase confidence and encourages shoppers to engage with brands How does UGC impact your shopping experience?
  13. 13. Finding Success with UGC
  14. 14. Carhartt’s UGC Journey 2008 • Launched reviews • Exclusively on product pages • Only 2 pushes to customers • Clunky, non-mobile friendly user experiences Today • Multi-format UGC • Exists throughout the customer journey • Multiple, friction-free UGC solicitations • More than mobile-first • Olapic: social influencers, hashtag following + Mobile Visual Short-form Conversational
  15. 15. Ratings & Reviews Community Q&A Visual Reviews Checkout Comments™ ™ Four innovative applications (and related services) that work beautifully together TurnTo’s Customer Content Suite
  16. 16. Customer content at every step of the shopper journey
  17. 17. Customer Content Collection
  18. 18. Review Solicitation • Review solicitations emails • Directly on PDPs • “Do More” Connecting customers 50/50 split between mobile and desktop review submissions
  19. 19. Inbox Submission • Form completion within the email • User still brought to site following submission • Logic selects priority item for multi-item orders, then “Do More” collects reviews on the rest Mobile-First is not always enough 75% increase in review submission rates
  20. 20. Checkout Comments • Complement longer-form reviews • Overwhelmingly positive • Great for seasonal or new items Short format UGC on Order Confirmation Page 10% submission rates for Checkout Comments
  21. 21. “Do More” 25% of review volume from “Do More” Increase UGC submissions with “Do More” • Captures the UGC momentum • Provides additional UGC opportunities • Answering questions • Submitting photos • Review other purchases
  22. 22. 32% 28% 26% 23% 12% 10% 9% 9% 7% 4% 2% 7% No incentive to contribute Too time-consuming Prefer to just read/view UGC Privacy Haven't been asked to Concerned about additional marketing messages I'm over it by the time I'm asked Security Don't want others to know what I bought Not sure how to Don't want others to know what I think Other “Hearing the Voice of the Consumer” TurnTo - 2017 Why haven't you submitted UGC? Loyalty points, discounts, views of submitted content Streamline solicitation forms, mobile optimized experiences, shorter format UGC ASK!!! Test timing, vary timing by product category
  23. 23. Building Better Business with UGC
  24. 24. UGC: Customer experiences and insights
  25. 25. UGC: Customer experiences and insights
  26. 26. Using UGC throughout your business • SEO gains • Product design teams • Copywriters • Product names, descriptions, attributes • Merchandising teams
  27. 27. Let me tell you a story Carhartt’s 125+ Year UGC Journey
  28. 28. • Start with authenticity • Clearly state the “Why” • Highlight consumer benefits • Integrate how others are using and why they purchased • Reinforce the story across all marketing and online channels Storytelling
  29. 29. • Build brand affinity • Increase conversion • Drive word-of-mouth referrals • Increase repeat business Stories that deliver
  30. 30. Success Content Engagement 3x Higher Conversion Rate= 100%+ Program Sell Through
  31. 31. Questions? Let me tell you a story Carhartt’s 125+ Year UGC Journey Anna Cole Director of eCommerce Carhartt, Inc.

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