The document discusses the evolving nature of consumer behavior in retail, emphasizing the importance of word-of-mouth strategies to adapt to these changes. It outlines three key strategies: attracting researching consumers, providing engaging experiences, and building loyalty through customer feedback. The content highlights the increasing trust consumers place on earned media and reviews over traditional advertising.

1. 1 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1
Online and in the Aisle:
Word-of-Mouth Strategies for Retail
Dalia Seidner, Director of APAC Marketing, Bazaarvoice

2. 2 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
dalia.seidner@bazaarvoice.com
@daluch

3. 3 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
What exactly is word-of-mouth?

4. 4 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Agenda
• How the consumer has changed
• Three word-of-mouth strategies for the constantly
transformative retail environment:
1. Attract the researching consumer
2. Provide an engaging experience
3. Build loyalty

5. 5 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Consumers have changed

6. 6 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Digital WorldPhysical World
Today,
we live in
simultaneous
worlds…

7. 7 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
ROBO- The way they shop has changed
Shopping can happen at any time, any place.
For every
$1
spent online,
$4.94
is influenced
offline³
³Forrester 2013 Cross-Industry Study

8. 8 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
The “Zero Moment of Truth”
Stimulus
First Moment of Truth
(Shelf)
Second Moment
of Truth
(Experience)
Source: https:/www.consumerbarometer.com/en/insights/?countryCode=AU
10.4sources
of information before
making a purchase
decision
Consumers look
at an average of

9. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9
EPSOtherBazaarvoice - 601701849Confidential and Proprietary. ©
2011 Bazaarvoice, Inc.
9

10. 10 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.

11. 11 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
The new communication
platform
Global
connectivity
has
EXPLODED
20%of the world population
owns a smartphone2
30%of product pageviews
in APAC market are
through mobile1Sources:
1. Conversation Index 8 “based on statistical
modeling of transactional data from numerous
product categories”
2. https://www.consumerbarometer.com/en/
insights/?countryCode=AU
3. https://www.consumerbarometer.com/en/
insights/?countryCode=AU
23%of Australian smartphone
users used their
smartphone during
their last purchase3

12. 12 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
The messages they trust have changed
“A brand is no longer what we tell consumers it is – it is what consumers tell
each other it is.” - Scott D. Cook, Founder, Intuit; Board of Directors, eBay and P&G

13. 13 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
1 Nielsen, 2012.
What do consumers trust?
92%
76%
94%
Of consumers trust earned
media above all other
advertising¹
Asia-Pacific consumers trust
consumer opinions posted
online¹
Asia-Pacific consumers trust
“recommendations from
people I know”¹
Consumers have
more trust in
reviews than in
traditional
brand
advertising.2
³Forrester 2014 Consumer Study
3X

14. 14 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Directing the path to purchase to lead to you
Experience
#2: Deliver an engaging retail
Loyalty
#3: Build
#1: Attract
the researching consumer

15. 15 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Use word-of-mouth content to help the
researching consumer find you
Attract

16. 16 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Product Page w/ Reviews
Product Details
(~150 words)
Reviews
(~800 words)
Header (~100 words)
Footer (~100 words)
Ads
(nominal)
Recommendations
(nominal)
Product Details
(~150 words)
Header (~100 words)
Footer (~100 words)
Recommendations
(nominal)
Ads
(nominal)
Typical Product Page Attract
Source: BV Client Data

17. 17 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Product Page w/ Reviews
Product Details
(~150 words)
Reviews
(~800 words)
Header (~100 words)
Footer (~100 words)
Ads
(nominal)
Recommendations
(nominal)
Fresh content
gets rewarded
in search
algorithms
Attract
Source: BV Client Data
Reviews impact search results in three ways:
Reviews give
search engines
more content
to crawl
Page becomes
relevant for a
wider range of
keyword search
terms

18. 18 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Product Page w/ Reviews
Product Details
(~150 words)
Reviews
(~800 words)
Header (~100 words)
Footer (~100 words)
Ads
(nominal)
Recommendations
(nominal)
Attract
Source: BV Client Data
15%lift to organic
search traffic to
product pages

19. 19 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Friskies increases organic search traffic
28%increase in traffic
to pages with
reviews
147%increase in traffic
coming from phrases
that contain the
word “review”
Attract

20. 20 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Deliver an engaging retail experience
with word-of-mouth content
Experience

21. • Language
• Logic
• Critical thinking
• Numbers
• Reasoning
Validate
• Recognizing faces
• Expressing emotions
• Spontaneity
• Intuition
• Creativity
Inspire
Shoppers are both
Rational and Emotional
Experience

22. 22 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
40-70% of online shoppers
read reviews before buying
online
Convert 2x higher after
reading
15-50% of shoppers who
purchased in-store read
reviews before buying
1 in 10 shoppers go
elsewhere when they do not
find reviews
In the digital world, consumers
research regardless of where they buy...
Experience
EXIT

23. 23 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Differentiate your
shopping experience
• Increase product awareness and perception
• Become a destination of information not just a transaction
Average Order Value – 4%
Conversion – 15%
Revenue Per Visit – 19%
Experience

24. 24 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Deliver word-of-mouth in-store
• Integrate word-of-mouth at the point of sale
• Display content that helps shoppers connect to products
Experience

25. 25 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Build loyalty by listening and
responding to what customers say
Loyalty

26. 26 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
John Lewis: Sentiment Analysis
Turns Product Insight into Customer Advocacy
Loyalty

27. 27 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Review insights improve product mix and merchandising
Adapt to consumer sentiment
Loyalty
Discover
customer
dissatisfaction
through
reviews

28. 28 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Use sentiment analysis
across your business
bring
backthe
pocket
Loyalty

29. 29 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.
Dalia Seidner
Director of APAC Marketing
dalia.seidner@bazaarvoice.com
@daluch
Experience
#2: Deliver an engaging retail
Loyalty
#3: Build#1: Attract
the researching consumer