e-commerce reviews & marketing: the dramatic reshaping of the consumer experience (webinar...
Post on 03-Aug-2015
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Host: Stacy DeBroff
Thu, April 2, 2015 1:00 PM – 1:30 PM EST
www.influence-‐central.com | 1 #ICecomm @StacyDeBroff @InfluenceHQ
Host Stacy DeBroff CEO & Founder, Influence Central stacy@influence-‐central.com @stacydebroff
Topic
Submit QuesDons: Via the “QuesIons” Pane or Via TwiMer #ICecomm
QuesDons @the end of the presentaIon
Methodology
www.influence-‐central.com | 2
Trend #1
November 2014
#ICecomm @StacyDeBroff @InfluenceHQ
500 + Women
In-‐depth, 20-‐minute quesIonnaire
Transforming the Consumer Experience
• Women consumers say e-‐commerce reviews:
www.influence-‐central.com | 3
• 87% now post online reviews themselves
Just 1% consider online reviews not at all important
91%
are more important than input from a
salesperson
85%
are extremely/very important
71%
are important in certain categories,
electronics, appliances, home décor, etc.
#ICecomm @StacyDeBroff @InfluenceHQ
www.influence-‐central.com | 4
Impact Felt Throughout Purchasing Journey
Online or Brick-‐&-‐Mortar Shopping?
88% check reviews from computers
26% check from
mobile phones
18% check from tablets
At Home or On the Go?
of consumers say they check
reviews for both purchases
87%
#ICecomm @StacyDeBroff @InfluenceHQ
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Influencing Purchase Intent
• Consumers find reviews very influenIal:
when purchasing a new, unfamiliar
product
88% when purchasing a product from a brand they love
67% say they
rarely seek reviews
2%
check online reviews for products they’ve
bought before
43% To see if others have had similar experiences
#ICecomm @StacyDeBroff @InfluenceHQ
To see if there’s a beMer opIon
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Sealing the Deal at Point of Purchase • Ager reading an online review:
77% will buy the product online
23% will go to a brick-‐&-‐mortar store
• Even while shopping offline
59% will check online reviews on a mobile phone while shopping in a brick-‐&-‐mortar store
#ICecomm @StacyDeBroff @InfluenceHQ
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Trend #6
PosiDve vs. NegaDve Reviews
• 82% of women consumers post about posiIve experiences
• 68% say the more posiIve the
reviews, the more likely they are to buy
• 18% of women consumers post about negaIve experiences
• A very negaIve review will spark
79% of consumers to seek out more reviews
• 73% say several negaIve reviews on the same site will stop a purchase – up from 64% who say one negaIve review will
• A raIng of 2.9 (out of 5) is the point
where consumers opt not to buy
#ICecomm @StacyDeBroff @InfluenceHQ
www.influence-‐central.com | 8
Trend #7
Power of Amazon • Top, trusted site for checking reviews?
90% consider Amazon determinaIve 68% go to Amazon for online reviews instead of specific retail sites
84% believe Amazon reviews to be extremely credible 68% trust Amazon reviews more than other sites
• Beyond Amazon?
Target (67%), Best Buy (64%), Walmart (62%), eBay (59%), Trip Advisor (55%), TRU/BRU (53%), Kohl’s (50%)
#ICecomm @StacyDeBroff @InfluenceHQ
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A Mader of Trust • 3 Key Determinates of Trust:
How much the person sounds like me Amount of detail in the review If the reviewer is noted as a verified purchaser
distrust reviews from strangers who post anonymously 89%
when strangers use real names/photos, distrust drops 23%
always trust recommendaIons more than online customer reviews 18%
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Rise of the Savvy Consumer
Online Reviews –> Discerning Consumers
say they can tell the credibility of a posted review
97%
say they tell if a reviewer is exaggeraIng
90%
feel confident in detecIng bias
86% the percentage of reviews consumers believe
are genuine
62%
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www.influence-‐central.com | 11
MarkeDng Takeaways AuthenDc E-‐Commerce Reviews:
Influencing Loyalty/Driving Conversions
to Purchase
ImpacDng Brand PercepDon
Transforming Shopper MarkeDng
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www.influence-‐central.com | 11
MarkeDng Takeaways Transform
tradiIonal retail strategies, such as Shopper MarkeDng
3 Ways E-‐Commerce Reviews Have Transformed Shopper MarkeDng
#ICecomm @StacyDeBroff @InfluenceHQ
Browsing Takes a Backseat to E-‐
Commerce Reviews
Consumers Turn to Their Phones for Help In-‐Store
Driving Offline Sales with Online Reviews
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MarkeDng Takeaways Influencing Loyalty/Driving Conversions to Purchase
#ICecomm @StacyDeBroff @InfluenceHQ
www.influence-‐central.com | 11
MarkeDng Takeaways E-‐Commerce Reviews Strengthen & Become An Important Element in MarkeDng Campaigns
Impact brand percepDon,
becoming a key piece of an earned markeIng strategy
#ICecomm @StacyDeBroff @InfluenceHQ
Hoover Case Study: GeneraDng Point of Sale Reviews
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1700 more than
e-‐commerce reviews
AcDvaDon
650 ParIcipants
588 reviews submiMed with a 4.52 out of 5 stars average raIng
544 reviews submiMed with a 4.57 out of 5 stars average raIng
605 reviews submiMed with a 4.57 out of 5 stars average raIng
4,52
4,57
4,57
VTech Case Study: Maximizing Online Exposure Thru E-‐Commerce Reviews
www.influence-‐central.com | 2 #ICecomm @StacyDeBroff @InfluenceHQ
more than
e-‐commerce reviews
VTech Learning Systems Integrated Campaign:
50 Blogger AcIvaIon E-‐Commerce Reviews
TwiMer Party 12,416,954
more than
highly targeted impressions
50 Influencers posIng in
two phases.
366 Posts across blog, Facebook, TwiMer,
Pinterest, and Google+.
8,264,354 twiMer party impressions
#Vtech Toys
reaching 875,290 people
TwiMer Party
98 Total E-‐commerce reviews
4.7 average star raIng across the four major retail websites
4.8 average star raIng across the four major retail websites
4,7
4,8
Activation: We designed an integrated campaign consisting of a blogger review program with an e-commerce extension and Twitter Party to develop user generated content and a large volume of exposure online. Results: 50 bloggers received a MobiGo 2 and an InnoTab 2 to help facilitate their review. Bloggers were also asked to post a review to an assigned e-commerce website during each product posting phase. The assigned e-commerce sites were Target, Amazon, ToysRUs, and Walmart.
Soundfreaq Case Study: Driving Online Awareness & Sales
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more than
e-‐commerce reviews
Activation: We recruited 55 influential Mom bloggers to test the Soundfreaq Sound Kick Bluetooth speakers, share their experience with their online communities through a blog post and write an e-commerce review on Target.com or Amazon.com. Results: The 2-week program generated a wave of brand-focused content in the blogosphere & on the target e-commerce sites. After the campaign ended, the Consumer Electronics Buyer from Target reached out to us to better understand the program, which he reported caused a significant spike in sales of the Soundfreaq products.
55 Influencers 2,700,875 more than
highly targeted impressions
1. Blog Posts
2. e-‐commerce Reviews
54 Total Post
33 21 Amazon.com Target.com
Soundfreaq sound kick posts by retailer
4,9 out of 5 average star raIng across the two major retail websites
6 of the top 10 most helpful reviews on
Target.com
www.influence-‐central.com | 11
MarkeDng Takeaways E-‐Commerce Reviews Strengthen & Become An Important Element in MarkeDng Campaigns
Impact brand percepDon,
becoming a key piece of an earned markeIng strategy
#ICecomm @StacyDeBroff @InfluenceHQ
Offering external support and validaIon to a brand’s persona
CreaIng an engaging and connecIve narraIve that fosters a deeper understanding
E-‐commerce reviews = a marketer’s most powerful markeIng tool
Submit QuesDons: Via the “QuesIons” Pane or Via TwiMer #ICecomm
QuesDons
Thanks so much for adending! I welcome the opportunity to conInue
this discussion offline!
Stacy DeBroff stacy@influence-‐central.com
617-‐244-‐3002
#ICecomm @StacyDeBroff @InfluenceHQ
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