online and in the aisle in australia: 3 word-of-mouth strategies for global retail
TRANSCRIPT
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
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What exactly is word-of-mouth?
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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
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Consumers have changed
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Digital World Physical World
Today, we live in
simultaneous worlds…
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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
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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
10.4 sources
of information before making a purchase
decision
Consumers look at an average of
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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 mobile1 Sources: 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
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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
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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
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Directing the path to purchase to lead to you
Experience #2: Deliver an engaging retail
Loyalty #3: Build
#1: Attract the researching consumer
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Use word-of-mouth content to help the researching consumer find you
Attract
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Product Page w/ Reviews
Product Details (~150 words)
Reviews (~800 words)
Header (~100 words)
Footer (~100 words)
Ads (nominal)
Reco
mm
enda
tions
(n
omin
al)
Product Details (~150 words)
Header (~100 words)
Footer (~100 words)
Reco
mm
enda
tions
(n
omin
al)
Ads (nominal)
Typical Product Page Attract
Source: BV Client Data
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Product Page w/ Reviews
Product Details (~150 words)
Reviews (~800 words)
Header (~100 words)
Footer (~100 words)
Ads (nominal)
Reco
mm
enda
tions
(n
omin
al)
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 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)
Reco
mm
enda
tions
(n
omin
al)
Attract
Source: BV Client Data
15% lift to organic
search traffic to product pages
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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
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Deliver an engaging retail experience with word-of-mouth content
Experience
R: 0 G: 38 B: 47 R: 0 G: 171 B: 142 R: 246 G: 138 B: 51
R: 176 G: 188 B: 34
R: 95 G: 95 B: 95
R: 250 G: 191 B: 142
R: 226 G: 233 B: 135
R: 192 G: 192 B: 192 R: 150 G: 150 B: 150
• Language • Logic • Critical thinking • Numbers • Reasoning
Validate • Recognizing faces • Expressing emotions • Spontaneity • Intuition • Creativity
Inspire
Shoppers are both Rational and Emotional
Experience
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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
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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
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Deliver word-of-mouth in-store • Integrate word-of-mouth at the point of sale • Display content that helps shoppers connect to products
Experience
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Build loyalty by listening and responding to what customers say
Loyalty
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John Lewis: Sentiment Analysis Turns Product Insight into Customer Advocacy
Loyalty
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Review insights improve product mix and merchandising
Adapt to consumer sentiment Loyalty
Discover customer
dissatisfaction through reviews
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Use sentiment analysis across your business
bring back
the pocket
Loyalty
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Dalia Seidner Director of APAC Marketing [email protected] @daluch
Experience #2: Deliver an engaging retail
Loyalty #3: Build #1: Attract
the researching consumer