Learn more about WOMMA and how
                               we can help you improve your word
                          ...
Ratings, Reviews & ROI
How Leading Retailers Use Word of Mouth in
Marketing & Merchandising

Brant Barton, VP Business Dev...
Customer Ratings & Reviews . . . Why?

• User-generated content that passes key tests:
       Authentic (users say things ...
Most Widely Read Consumer-Generated Content




                    Slide 4
Customer Ratings Are Highly Positive


             60%
% of Total


             50%

             40%

             30%
...
Customers Write Better Copy


         “These plants made it through
         Hurricane Katrina, Hurricane Rita
         a...
Efficient Fuel for Multichannel Marketing

                                         43% higher
 55% higher
               ...
Measuring WOM Retailer Case Studies

• Ratings & Reviews case studies from 5
  leading multichannel retailers




• Metric...
Integrating the Terminology Framework

• Ratings & Reviews are WOMUnits
• Retailers act as Senders
• Their Actions include...
Customer Reviews Enhance CompUSA’s
      Natural Search Presence

                          CompUSA customers
            ...
Customer Ratings Define PETCO’s
   Site Search Experience . . .

                         Sort by Rating drives
          ...
. . . And Casual Browsing Experience

                           Customers who browse
                            Customer...
Customer Reviews Drive Higher Clicks For
      Burpee’s Featured Products

                             Burpee RSS feed
  ...
Golfsmith Lets Its Customers Do the Talking
             . . . and Emailing

                              Golfsmith’s use...
Bass Pro Shops Finds Success With
       Top Rated Products

                          Bass Pro Shops
                    ...
What’s Next? Syndication & Beyond . . .




                 Slide 16
Many Other Benefits & Opportunities

• Reduce product return rates and increase
  post-purchase satisfaction
• Seize oppor...
Who is Bazaarvoice?



is a fully hosted solution
for customer-created content

- Hosted technology
- Content review
- Ana...
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WoM: Ratings, Reviews & ROI - How Leading Retailers Use Word of Mouth in Marketing & Merchandising

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By Brant Barton, Bazaarvoice

Published in: Business, Technology
  • outstanding slideshow..convinced me to have a hardlook at my company model..brilliant
    Sharika
    http://winkhealth.com http://financewink.com
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WoM: Ratings, Reviews & ROI - How Leading Retailers Use Word of Mouth in Marketing & Merchandising

  1. 1. Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org. (c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
  2. 2. Ratings, Reviews & ROI How Leading Retailers Use Word of Mouth in Marketing & Merchandising Brant Barton, VP Business Development Bazaarvoice
  3. 3. Customer Ratings & Reviews . . . Why? • User-generated content that passes key tests: Authentic (users say things that Marketing can’t) • Focused on the object of the purchase task • Highly sought out by consumers • Highly measurable • • Proven driver of conversion • 81% of surveyed CompUSA shoppers say reviews are important to their purchase decisions (August 2006) • PETCO customers ranked reviews #1 site feature most influential to purchase, beating site search (July 2006) Slide 3
  4. 4. Most Widely Read Consumer-Generated Content Slide 4
  5. 5. Customer Ratings Are Highly Positive 60% % of Total 50% 40% 30% 20% 10% 5 1 2 3 4 Rating Slide 5
  6. 6. Customers Write Better Copy “These plants made it through Hurricane Katrina, Hurricane Rita and the hot weather that followed. We were asked to conserve water so no sprinklers. These plants were troopers with no watering at all - they bloomed their hearts out when everything else was crispy brown. I'm putting in my order for twice the number this year.quot; Slide 6
  7. 7. Efficient Fuel for Multichannel Marketing 43% higher 55% higher clickthrough conversion (Burpee) (Golfsmith) 60% higher 49% higher conversion conversion (CompUSA) (PETCO) Slide 7
  8. 8. Measuring WOM Retailer Case Studies • Ratings & Reviews case studies from 5 leading multichannel retailers • Metrics are based on segmentation analysis using web analytics tools (e.g., Coremetrics) Slide 8
  9. 9. Integrating the Terminology Framework • Ratings & Reviews are WOMUnits • Retailers act as Senders • Their Actions include: • Distribution of reviews on retailer web sites & in email newsletters • Indexing reviews on search engines, on-site & off • Syndication of reviews via RSS • The ultimate Outcome and ROI measuring stick is Conversion Slide 9
  10. 10. Customer Reviews Enhance CompUSA’s Natural Search Presence CompUSA customers CompUSA customers acquired via reviews- acquired via reviews- related searches related searches convert at 60% higher convert at 60% higher than the average than the average customer and spend customer and spend 50% more per order 50% more per order Reviews-related Reviews-related searches drive 10,000s searches drive 10,000s of visitors to CompUSA of visitors to CompUSA each week each week Slide 10
  11. 11. Customer Ratings Define PETCO’s Site Search Experience . . . Sort by Rating drives Sort by Rating drives 41% higher sales per 41% higher sales per visitor than conventional visitor than conventional methods methods Sort by Rating is now Sort by Rating is now PETCO’s default option PETCO’s default option PETCO’s success is PETCO’s success is driving other retailers to driving other retailers to use similar tactics use similar tactics Slide 11
  12. 12. . . . And Casual Browsing Experience Customers who browse Customers who browse the Top Rated Products the Top Rated Products sections of PETCO.com sections of PETCO.com convert at 49% higher convert at 49% higher and spend 63% more and spend 63% more than non-TRP browsers than non-TRP browsers on a multi-session basis on a multi-session basis Slide 12
  13. 13. Customer Reviews Drive Higher Clicks For Burpee’s Featured Products Burpee RSS feed Burpee RSS feed updates that feature updates that feature customer reviews customer reviews receive 43% more receive 43% more clicks than the RSS clicks than the RSS feed’s average daily feed’s average daily clickthroughs clickthroughs Burpee now leverages Burpee now leverages reviews on its blog as reviews on its blog as well well Slide 13
  14. 14. Golfsmith Lets Its Customers Do the Talking . . . and Emailing Golfsmith’s use of Golfsmith’s use of customer-generated customer-generated copy in its email copy in its email newsletter resulted in newsletter resulted in 55% higher conversion 55% higher conversion and 54% higher sales and 54% higher sales per email sent per email sent Slide 14
  15. 15. Bass Pro Shops Finds Success With Top Rated Products Bass Pro Shops Bass Pro Shops customers that browse customers that browse Top Rated Products Top Rated Products pages convert at 59% pages convert at 59% higher and spend 16% higher and spend 16% more than the average more than the average browser browser Slide 15
  16. 16. What’s Next? Syndication & Beyond . . . Slide 16
  17. 17. Many Other Benefits & Opportunities • Reduce product return rates and increase post-purchase satisfaction • Seize opportunities to redesign and improve products based on customer feedback • Build deeper relationships with your most passionate and vocal customers • Use participation to drive loyalty marketing strategies • Leverage content offline – at the register, in- store signage, in the call center Slide 17
  18. 18. Who is Bazaarvoice? is a fully hosted solution for customer-created content - Hosted technology - Content review - Analytics & reporting - Search & syndication Slide 18

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