e-commerce reviews & marketing: the dramatic reshaping of the consumer experience (webinar...

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:


•  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.



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%



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


To see if there’s a beMer opIon


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



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



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%)



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%



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%



MarkeDng Takeaways AuthenDc E-‐Commerce Reviews:

Influencing Loyalty/Driving Conversions

to Purchase

ImpacDng Brand PercepDon

Transforming Shopper MarkeDng



MarkeDng Takeaways Transform

tradiIonal retail strategies, such as Shopper MarkeDng

3 Ways E-‐Commerce Reviews Have Transformed Shopper MarkeDng


  Browsing Takes a Backseat to E-‐

Commerce Reviews

  Consumers Turn to Their Phones for Help In-‐Store

  Driving Offline Sales with Online Reviews


MarkeDng Takeaways Influencing Loyalty/Driving Conversions to Purchase



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


Hoover Case Study: GeneraDng Point of Sale Reviews


1700 more than

e-‐commerce reviews

AcDvaDon

650 ParIcipants

588 reviews submiMed with a 4.52 out of 5 stars average raIng



4,52

4,57

4,57

VTech Case Study: Maximizing Online Exposure Thru E-‐Commerce Reviews


more than


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


more than


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


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


  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


e-commerce reviews & marketing: the dramatic reshaping of the consumer experience (webinar...

Marketing

stacydebro topic

icecomm quesdons

host stacydebro ceofounder

saythemoreposiivethe

saythey rarelyseek reviews

checkfrom mobilephones

feelcondent indetecingbias

areextremelyvery important