This document discusses how retailers can drive local revenue through consumer-generated content. It notes that most consumers research products online before shopping in-store. Retailers are focusing on improving the customer experience by creating seamless experiences across channels and increasing customer loyalty. The document advocates engaging customers through community features and reviews on websites and social media to influence online and offline sales.

1. Drive Local Revenue With Consumer-
Generated Content
July 20, 2016
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2. Today’s Speakers
Joe Keenan
Executive Editor
Total Retail
Moderator
Todd Werden
Vice President
Boston Retail Partners
Trey Simonton
Global Accounts Director
Bazaarvoice
#TRWebinar
Warren Raisch
Chief Customer Officer
Rio SEO

3. Comprehensive Retail Consulting
4©2016 Boston Retail Partners. All rights reserved
Drive Local Revenue With
Consumer-Generated Content
July 20, 2016

4. Comprehensive Retail Consulting
5©2016 Boston Retail Partners. All rights reserved
Agenda
 About Boston Retail Partners
 The Customer Journey
 Improving the Customer Experience
 Engaging the Customer
 Conclusion

5. Comprehensive Retail Consulting
6©2016 Boston Retail Partners. All rights reserved
Retail experts with retail backgrounds
Built with unique professional profile
 Managed by industry-recognized leaders
 Recruit experienced retail professionals with process, technology and operations skills
 Recognized expertise in all facets of strategy, selection and deployment of Point of Sale, Mobile,
E-commerce, Payment Security, CRM/Loyalty, Customer Engagement, Unified Commerce, Order
Management, Merchandising and Supply Chain solutions
Trusted advisors of acknowledged industry leaders
No exclusive partnerships or alliances with software or hardware providers
 Chanel
 Coach
 Rooms To Go
 MGM Resorts
 Michaels Stores
 Ann Inc.
 Tire and Battery Corp
 Brooks Brothers
 ABC Fine Wine & Spirits
About Boston Retail Partners

6. Comprehensive Retail Consulting
7©2016 Boston Retail Partners. All rights reserved
The Customer Journey

7. Comprehensive Retail Consulting
8©2016 Boston Retail Partners. All rights reserved
60% of consumers
browse online
before making an
in-store purchase
2014 Nielson Global Survey of E-Commerce
The Customer Journey

8. Comprehensive Retail Consulting
9©2016 Boston Retail Partners. All rights reserved2014 Nielson Global Survey of E-Commerce
51% of consumers
browse in-store
and buy online
The Customer Journey

9. Comprehensive Retail Consulting
10©2016 Boston Retail Partners. All rights reserved
Lauren Rossi “The Evolution of the Customer Experience,” hcltech.com, October 9, 2013
The Customer Journey

10. Comprehensive Retail Consulting
11©2016 Boston Retail Partners. All rights reserved
The Customer Journey
 Educate: Offer customers the tools to research your brand
and products
 Engage: Interact with the customer wherever, whenever and
however they want to shop with the brand
 Execute: Ensure the organization offers the services and
options that the customer wants and expects when they
make a purchase
 Enhance: Understand what you’re doing right and what you
need to do better so you can continually improve the
customer experience
 Enablers: Leverage the right technology, system and tools
to deliver the desired customer experience
E5 of Customer Experience

11. Comprehensive Retail Consulting
12©2016 Boston Retail Partners. All rights reserved
Social
Media
Website
Email
Apps
Mobile
Website
SMS
Direct
Mail
Catalog
Employees
Checkout
Kiosk
Signage
Advertising
The customer
is now the center
of the universe

12. Comprehensive Retail Consulting
13©2016 Boston Retail Partners. All rights reserved
What does the
customer want?

13. Comprehensive Retail Consulting
14©2016 Boston Retail Partners. All rights reserved
Improving the Customer Experience

14. Comprehensive Retail Consulting
15©2016 Boston Retail Partners. All rights reserved
Customer Experience
 The main theme to
retailers’ customer
experience priorities is
delivering a holistic
experience that’s
seamless, focuses on
optimization and drives
customer loyalty
51%
51%
44%
36%
29%
24%
18%
16%
Create a seamless
experience across channels
Optimize the customer
experience
Increase customer loyalty
Improve mobile shopping
experience
Provide flexible fulfillment
options
Empower associates with
mobile tools
Enhance personalized
service/sales assistance
Speed up the checkout
process
Top 3 Customer Experience Priorities

15. Comprehensive Retail Consulting
16©2016 Boston Retail Partners. All rights reserved
The Customer Research Path
 The data highlights the
focus on traditional and
nontraditional tools for
product research, and the
indication that retailers
are embracing this
element as having a
strong positive correlation
to the customer
experience
40%
22%
13%
12%
11%
7%
4%
2%
36%
33%
18%
61%
27%
9%
16%
13%
13%
18%
31%
12%
20%
24%
40%
24%
Product information on website
Consumer product reviews
Online Q & A
Social media
Educational YouTube videos
Third party app partnership (e.g.
Shopkick providing product…
Digital signage/kiosk in the store
QR codes in the store
Research Options for Customers
Utilize and works well Utilize and needs improvement Utilize within 3 years

16. Comprehensive Retail Consulting
17©2016 Boston Retail Partners. All rights reserved
Brand Interaction
 Social media is an
important method of
brand interaction as
customers have shown
it’s a preferred forum with
the unique capacity to
deliver information and
maintain an interactive
dialog
47%
27%
22%
14%
14%
11%
11%
9%
5%
27%
22%
18%
61%
25%
46%
13%
16%
14%
2%
9%
27%
31%
14%
36%
21%
53%
30%
41%
19%
Call center
Customer product reviews
Online chat
Social media
Associate mobile/tablet
app
Personal email
Mobile app
Online community/forum
SMS/text
Video call (FaceTime,
Skype)
Customer Interaction With the Brand
Utilize and works well Utilize and needs improvement Utilize within 3 years

17. Comprehensive Retail Consulting
18©2016 Boston Retail Partners. All rights reserved
Engaging the Customer

18. Comprehensive Retail Consulting
19©2016 Boston Retail Partners. All rights reserved
Customer Engagement Effectiveness
 Providing a sense of community and ways to interact with the
brand are the most effective customer engagement tools
23%
10%
5%
5%
3%
31%
18%
25%
36%
24%
29%
22%
23%
36%
43%
33%
42%
41%
44%
15%
15%
15%
19%
24%
20%
15%
8%
21%
13%
7%
8%
10%
20%
Customer reviews
Live chat
Online surveys
Corporate social media page
Instructional videos
Community/forum
Blog
Very effective
Somewhat
effective
Neutral
Somewhat
ineffective
Very ineffective

19. Comprehensive Retail Consulting
20©2016 Boston Retail Partners. All rights reserved
E-Commerce Site Offerings
83%
76%
76%
73%
63%
61%
56%
46%
44%
41%
39%
FAQs
Order history
Order status
Order tracking status/notifications
Shopper account maintenance (update
profile/contact/payment info)
User reviews
Suggestive selling
Product comparisons
Loyalty status (points, rewards, history, etc.)
Browsing history
Wish list

20. Comprehensive Retail Consulting
21©2016 Boston Retail Partners. All rights reserved
Conclusion

21. Comprehensive Retail Consulting
22©2016 Boston Retail Partners. All rights reserved
Conclusion
 Improving the customer experience is a top priority
• 51% of retailers indicate that creating a seamless experience across
channels is key
 Customers want input from friends and other
consumers throughout their shopping experience
• 54% of retailers indicate that customer product reviews are effective
on their websites
• 73% of retailers indicate social media is a key research option for
customers

22. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.23 Confidential and Proprietary. © 2013 Bazaarvoice, Inc.23
How consumer-generated content drives online and offline sales
Trey Simonton,
Global Accounts Director, Bazaarvoice

23. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.24
Who is Bazaarvoice?
Network
600+ million
Average Monthly Unique
Shoppers
Clients
4,200+
Global
80+
Countries

24. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.25
UGC
CGC

25. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.26
How are you currently using Consumer
Generated Content across marketing channels?
A. Our company currently uses CGC as part of our website
B. We are using CGC online as well as in traditional marketing
C. I’ve never heard the term consumer-generated content
Poll Question:

26. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.27
reviews  photos  videos  questions  answers
Content of all types to rationalize decision

27. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.28
TYPICAL PRODUCT
PAGE
PRODUCT PAGE W/
REVIEWS
Product Details
(~150 words)
Header (~100 words)
Footer (~100 words)
Recommendations
(nominal)
Ads
(nominal)
Product Details
(~150 words)
Reviews
(~800 words)
Header (~100 words)
Footer (~100 words)
Recommendations
(nominal)
Ads
(nominal)

28. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.29
CGC drives search results
Perform better on long-tail search
Increase CTR up to 17%
Increase intent to click up to 11.6%
Lift organic search traffic up to 28%
Increase
performance
of Google
Shopping/PLA
Relevance
for More
Keywords
Promote
Trust with
Seller
Ratings
Improve
Results and
CTR with
snippets

29. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.30
2
1.3
4.8
4.3
2
3.4
4.6
2.5
4.2
3.4
0.7
3.8
2.5
0.8
4.7
HOMEPAGE CATEGORY PRODUCT
Freshness User Experience Reputation Markup Content
Product pages benefit from fresh content
Product pages typically
have reviews which drives
up page rank due to fresh
content
Source: Bazaarvoice page quality
analysis, August 2015

30. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.31
Spotlights
Maintained
Removed

31. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.32
The consumer journey
is changing

32. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.33
And they expect more…
https://www.thinkwithgoogle.com/articles/i-want-to-buy-moments.html
82%
of smartphone
users turn to
their device to
make a product
decision2
I-want-to-
buy
moments

33. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.34
$4.94
$4.68
For every $1 in online sales influenced by online research…
Web research drives online & offline sales
…is influenced offline

34. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.35
Bazaarvoice Study: CGC Usage for Online & In-Store Purchases
We’ve partnered with 30+ of the world’s leading retailers to research consumer behavior
across 100’s of brands and categories to understand how often shoppers seek CGC before
buying online or in-store.
NA, APAC & EMEA
participating retailers
2.2MM+
survey results

35. 9 out of
10Consumers in the last year
looked for reviews to make
a purchase decision on a
local business
85%
of consumers read up to
10 local business
reviews
The power of consumer
feedback for local businesses…
57%
of today’s online searches
are searches for local
vendors or services
brightlocal, 2014

36. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.37
What makes you different from your competitors?
A. Pricing
B. In-Store Services
C. In-Store Promotions
D. In-Store Benefits (Loyalty Programs)
Poll Question:

37. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.38
Achievement
• More positive reviews and typically more reviews than Yelp and
Google+ combined
• 25%+ higher search traffic to local Best Buy store pages
• Positive feedback (4+ stars) pushes negative Yelp ratings (dominated by
complainers) below the fold
Business Goals
• Combat “show-rooming” and drive more in-
store purchases
• Increase search traffic to drive consumers
researching and shopping online into Best
Buy stores
• Capture & amplify customers’ in-store
satisfaction to counter misperceptions
Insights:
• World’s largest multi-channel consumer
electronics retailer
• 1 billion visitors yearly to website
• 600 million visitors yearly to U.S stores
Best Buy
Local Store Advocacy Program

38. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.39
What kind of conversations do you want to spark?
What makes your stores different?
In-Store
Experience
In-Store
Services
In-store
Promotions
In-Store
Benefits

39. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.40
Local content drives local business
Best Buy Retail Stores
Winning new categories
in local organic search
Make consumers aware that your
stores offer the services they want.
Best cell phone store Seattle, WA
Buckle Apparel
Curating consumer content
Based on Geo Location
Share consumer styles in specific
regions around the country!
Buckle styles popular in your area
H&R Block Tax Stores
Own key search terms in major
metros and regional locations
Ensure consumers find your stores
when they search on Mobile!
H&R Block Tax Stores in Houston, TX

40. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.41
Ensure there are no uncertain feelings about your
company by maintaining an authentic review program
that allows all different types of feedback
Authenticity is critical in maintaining trust
Source: Studies conducted by Newlio & Wakefield Research, of 1,600 nationally representative US adults
Trust
48%
48% of U.S. consumers are concerned that reviews are fake or
that the company has removed negative reviews
?
If potential customers see only perfect 5-star reviews, they will
question their validity & consider them more testimonials than
authentic feedback
Be
Authentic

41. Drive Local Revenue
With Consumer Generated Content
Warren Raisch
Chief Customer
Officer
Rio SEO

42. Who is Rio SEO?
Simplified complex local
search marketing we help
drive search to sales!
Leaders in search since 2006

43. Local
+CGC
Moving The Needle On Driving Revenue
Do you know which tools and data really move the needle on revenue?
We work with leading multi-location brands across thousands of
online and offline properties every day and we have developed a
number of key methods for driving revenue.
Today we are going to explore the formula of combining powerful
local search marketing with consumer generated content.
Higher Traffic Volume
Higher Consumer Engagement
Higher Sales Conversion

44. +30%
Of Google
Searches Are Local!
Are You Leveraging
The Power of Local
& CGC?
How Big Is The Local Opportunity?
Google now processes over 40,000
search queries every second on
average which translates to 3.5
billion searches per day and 1.2
trillion searches per year
worldwide. 30% of these searches
are Local!

45. What Are People
Looking For
In Local Search?

46. Consumer Who Do Local Searches Are Ready to Buy
30%
1 Billion Searches
each and every
day that are local
1 Billion
Pew Internet & American Life Project, StrongMail Econsultancy, Brightedge: Search Marketing Survey . Rio SEO
Research

47. Mobile Overtakes Desktop – Mobile Is Transactional
Mobile has overtaken
desktop search for local
search query volume
50% of all mobile searches
have local intent
~80% result in an offline
purchase
Effective mobile search optimization =
Accurate, complete business information and Mobile Ready
Local Pages

48. 2/3
Of the U.S.
Population owns
a smartphone
82%
Of smartphone
users turn their
device to make a
product decision1
~80%
Of local-mobile
searches result in
offline purchases
Consumers have unlimited
information at their fingertips
The World Has Changed

50. Bazaarvoice | Rio SEO Partnership
Local Pages + Powerful User Generated
Content Drives Improved Search
Results & Sales
Ratings and Reviews
Products & Services Spotlights
Questions & Answers
Social Curations

51. Drive Conversations to Conversations
Unlock the power of
social commerce on
your local pages
and drive more
consumer
engagement and
sales.

52. Your Local Landing Pages Are
The Last Mile Of Marketing &
One Of Your Highest
Conversion Opportunities!
• Local Landing Pages
• Promotions & Coupons
• Ratings and Reviews
Products & Services Spotlights
Questions & Answers
Social Curations

53. Adding User Generated Content To Local Pages
Increases Authentic Content and SEO Rankings

54. On Page Reviews Contribute to a
Material Lift in Sales
YOY sales increase or
decrease is impacted
by actual number of
reviews
Stores with more
reviews on locator
pages had a higher
sales growth
compared to their
peers
8-15 Reviews 16+ Reviews
Sales
+8.05%
+3.72%

55. National Retailer Increases Revenue
The Results
Session volume across all devices
increased 41% YoY.
52,197 additional in-store shoppers,
13,049 additional purchases,
Approximately $17.8MM in top-line
revenue, an increase of $5.2MM the
same period a year prior.
+8.05%
+41%
Increased top
Line Revenue
over the same
period
last year
Use Case : We combined the Rio SEO platform with the Bazaarvoice
ratings and review capabilities for a major national retailer which
significantly strengthened their customer relationships and increased
their local in-store purchases.

56. Summary Optimize your local landing
page experiences
30% of Google Searches are
Local - Optimize for Local
~80% of mobile visitors Call
or visit a location
61% Purchase within 24
hours
If you want more traffic &
revenue combine your Local
Search Marketing with CRG.
Rio SEO Local Marketing + Bazaarvoice = Revenue

57. Confidential and Proprietary. © 2016 Bazaarvoice, Inc.58
Increase sales & extend brand reach
Gain consumer insights
Drive site traffic through SEO
Put consumer-generated content to work
Start driving content today at www.bazaarvoice.com/solutions

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