Use your consumer's voice in their shopper journey
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This document discusses how retailers and brands can leverage consumer generated content and reviews to improve customer experience across the entire shopper journey from awareness to loyalty. It provides tips on integrating consumer reviews on websites and other channels where customers search for products. Research cited shows a significant percentage of sales are at risk and customers lost if reviews are not present. Interacting with reviews and social posts can boost conversion rates and engagement. Addressing issues flagged in reviews also improves ratings and increases sales.
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Use your consumer's voice in their shopper journey
- 1. TIPS TO USE YOUR CONSUMER’S VOICE IN THEIR SHOPPER JOURNEY Ed Balcomb | @edbalc Senior Solutions Consultant | @bazaarvoice 5
- 2. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2 37 Global languages THE BAZAARVOICE MISSION CREATING THE WORLD’S SMARTEST NETWORK OF CONSUMERS, BRANDS AND RETAILERS RETAILERS Have the audience, but not the content BRANDS Have the content, but not the audience CONSUMERS Have the resources, but not the confidence
- 4. ? …Consideration Purchase Loyalty Awareness CUSTOMERS WANT TRUSTED CONTENT EVERYWHERE
- 5. AWARENESS
- 6. “80% of success is showing up”
- 7. 55% 28% 17% WHERE DO CUSTOMERS BEGIN THEIR PRODUCT SEARCH? Retail/Brand Website SOURCE: State of Amazon 2016, Bloomreach
- 8. Types of Product Search 70XHT780070 inch LEDTV55 inch 4K Smart LEDTVBestTV to play video games[brand]LEDTV[brand] LEDTV Homepage Intent Branded Category Generic Category Modified Category Product Name & ID Extreme LongTail 6
- 10. CONSIDERATION
- 14. 43% CONVERSION LIFT when shoppers interacted with social images vs. WHEN THEY DO NOT INTERACT 51% ENGAGEMENT with social posts
- 15. PURCHASE
- 17. INFLUENCING ONLINE RETAIL SALES Lack of content can lose customers and sales Findings from Major Mass Retailer Customer Survey What happens when consumers want to read reviews but find none? 32% Decide not to purchase the item 10% Visit a different retailer’s website to look for reviews 42% of revenue at risk when reviews are not present
- 18. 30% lift in conversion when shoppers interaction with reviews at
- 19. 3 MONTHS WITH BAZAARVOICE: 30% INCREASE IN CONVERSION 50% DECREASE IN RETURNS
- 21. INFLUENCING ONLINE RETAIL SALES
- 23. LOYALTY
- 24. 200,000+ transactions generated/annum £4.36 referral sales CGC email notification
- 26. Flagged in moderation with Product Flaw code Retailer works with manufacturer Improvements communicated to customers Review rating increases Significant % lift in sales Reduction in returns
- 28. Argos uses the average rating of a product range as part of its KPI’s for its trading teams. Negative reviews act as a better barometer than returns.
- 29. SUMMARY
- 30. 1 2 3 4 5 TOP5CGCTIPS Integrate CGC where your customers are e.g. Waitrose Use different types of CGC e.g. Kat Von D Proactively collect and distribute CGC e.g. L’Oreal Measure & prove the impact e.g. Glam Corner Listen & respond to your customers e.g. John Lewis
- 31. TIPS TO USE YOUR CONSUMER’S VOICE IN THEIR SHOPPER JOURNEY Ed Balcomb | @edbalc Senior Solutions Consultant | @bazaarvoice 5
Editor's Notes
- At Bazaarvoice, we specialise in consumer generated content (or CGC) to help our clients find and reach their shoppers, and winning them with the content they trust. To fulfil that objective, we have created a huge global network of brands, retailers and consumers. Bazaarvoice acts as the host which allows content to be contributed and distributed and data to be collected and shared. How we do this will become clear throughout the ppt.
- To set the scene a little bit, it is good to remember for a moment how the internet has changed the way people have shopped since the advent of the internet. The concept of the moment of truth is said to have first been coined around 30 years ago, describing that moment when a customer has an interaction with a brand, giving it the opportunity to form a positive impression. Later, in 2005, the CEO of P&G talking about there being 2 moments of truth - 1. The first Moment of Truth is when the customer is looking at a product, due a need to buy it. And the 2. The second Moment of Truth is when the customer actually purchases the product and uses it. The Internet has changed how we decide what to buy. Google, called this online decision-making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase. So does that reflect how you now shop? Or what about how your customers currently buy from your brand?
- If I think back to my last major purchase, it was some new wheels for my bicycle. I have a couple of bikes and after many thousands of miles, my commuter wheels finally gave up. Awareness: Facebook group, follow brands on Instagram. Consideration: spoke to local bike shop, checked reviews and price points Purchase: bought online Loyalty: share my experience, after sales care, reward programme It’s this shopper journey which I’ll use to show how BV clients use CGC in reaching and converting their customers.
- Woody Allen – famously said 80% of success is showing up – which was related to those people who had both a great idea but also the self belief actually do something about it Google aptly references the quote when talking about the zero moment of truth, which is great for their PPC business but when you consider that the top 5 natural search results get 76% of all clicks, it is a case of easier said than done.
- Though of course appearing in Google is vital to drive traffic to your website. However, when it comes to product searches, it comes a distant 2nd as the first port of call when consumers are searching for a new product. Also, people may start at Amazon but often defer to Google when considering other options. At this early stage of the CDJ, however, it is unlikely a consumer knows exactly what type or brand of product they want.
- Typically, offline marketing drives Homepage traffic (e.g. ad spend for brand awareness) Category searches are typically Discovery searches, earlier in the consumer decision journey Product and Extreme long tail searches are Consideration searches, when we already know what we want to purchase So, putting homepage searches aside, what percent of searches do you believe are category searches vs. product? We see that 70% of consumer searches are category searches where we are looking to discover a product. YET CATEGORY PAGES HAVE LITTLE CONTENT TO INDEX, FOCUS ON WHAT YOU DO THERE, NOT HOW YOU GET THERE
- Ghd – struggle against top retailers and discounting, helped in markets such as US and AU where awareness is lower
- Reliant on good quality, freshness and volume of reviews
- So when booking a hotel, I may look for opinions from people like me about how accessible the location is, what the service is like and how comfortable the rooms are. Visual content then allows me to check out the views from the rooms, see what the food is like and is the interior really as modern as the stock photos.
- Research shows different people look for different content when making decisions, whether it be going out for dinner, booking a hotel or buying a new shirt. It also depends on the stage of their decision journey, at the beginning I might be looking for more written information to create a shortlist and then use visual content to choose my favourite.
- Excite people! Bring the product or experience to life 66% more likely to buy 75% believe these images portray the product better
- Research backs this up 75% want better pics 66% more likely to buy
- Be very proactive to get enough reviews and the right type of reviews NPD 50 reviews per product
- Impact is increasing YOY
- Now 6 million reviews
- This can be attributed to consumers becoming more health conscious and concerned with processed ingredients, genetically modified organisms and overall food sourcing, as well as the increasing number of product choices. Continuous pursuit of fresh, relevant consumer-generated content is key to engagement, and manufacturers and retailers need to deploy a range of tactics to gather this content. Organic feedback tends to skew toward the overly negative or positive, but it will supply businesses with a rich and current picture of a product’s strengths and weaknesses. Tactics such as product sampling and social media calls to action are also effective volume drivers of honest, unbiased feedback. Powering huge results An example of consumer-generated content at its best is the Waitrose As Loved By You campaign. Although the supermarket chain was seeing positive engagement and conversion lifts through its online channels, 95 per cent of revenue was still being generated in-store. Through consumer ratings and reviews, Waitrose can see that the highest rated products were also the best performers online. To leverage this, the nationwide campaign was launched to echo this effect in-store and amplify the impact of consumer-generated content where the bulk of Waitrose customers were buying. The results were impressive. It was Waitrose’s single most successful in-store campaign of 2015, and subsequently became a marketing focus for multiple campaigns in 2016, influencing the Waitrose website, print ads, and email strategy.
- Tie in with rewards programme