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!