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KEY TRENDS FOR 2016: RISE OF CONSUMERS RESEARCHING ONLINE & BUYING OFFLINE

(ROBO)

OLAV BUS

HEAD OF PRODUCT MARKETING, EMEA@OLAVBUS

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ROBO: [ro boh]Research online, buy offline is a trend in buying behavior where customers seek reviews to qualify their buying decision, before they actually decide to purchase in-store

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Consumers have unlimited information at their fingertips

82%of shoppers say theyconsult their phonesfor a purchase they’re about to make in-store

36%of our product page

views are being pulled on a mobile device

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Read Reviews Online Buy Offline

A reverse in the showrooming trend

Read Reviews Online Buy Online

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?

…Explore

Purchase

Engage

Discover

Consumers want trusted content at every touch point

Marketing must adapt

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Bazaarvoice Study: CGC Usage for Online & In-Store Purchases

We’ve partnered with 20+ 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

2,200,000+Data points

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?

…Explore

Purchase

Engage

Discover

Consumers want trusted content at every touch point

Marketing must adapt

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Guiding consumers from consideration to purchase

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1 8 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 320 340+Range: 1+ reviews

Increase in conversion is

sharpest during

early stages of volume

growth.

Range: 8+ reviews

Businesses begin to see

significant gains in natural

search traffic.

Range: 100+ reviews

Trends in feedback reveal product suggestions and sentiment insights.

| | | | | | | | | | | | | | | | | | |

Product insights

100

SEO

8

Conversion

1

Higher volume of content drives sales

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IN WHAT PLACES DO YOU USE CGC, BESIDES YOUR COMPANY’S WEBSITE?

SOURCE: 2015 BAZAARVOICE CLIENT PERSPECTIVES

A healthy volume of CGC provides brands and retailers with a unique opportunity to harvest consumerstories from CGC to emphasize product selling points or attributes well beyond their digital footprint.

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Get more reach from trusted content

PDP

CATEGORY

WEB

OFFLINE

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In Practice: Grocery

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Brick & Mortar $917 Billion

eCommerce$4.6 Billion

0.5% of sales

Reflective of digital influence on initial trial and resulting purchase recurrence

eCommerce$4.6 Billion

Brick & Mortar$349 Billion

Total Influenced$353.6 Billion

38%of new grocery purchases start

with online research

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Online sales are only the tip of the iceberg

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Loved by YouOn-line, Homepage & Landing Page

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Loved by You: E-mail

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Loved by You: In-store

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Loved by You: Publications

THANK YOU!

olav.bus@bazaarvoice.com