资源描述
Shopper Experience,Index,Exploring how shoppers connect with brands and retailers through user-generated content.,Preface,1,Shopper Experience Index,2,Key takeaways,4,User-generated content fuels the shopping journey,5,Shoppers crave interaction before a transaction,15,When brands and retailers collaborate, everyone wins,18,A great mobile experience is an opportunity to stand out,21,Getting personal with shoppers can deliver a big payoff,23,Looking ahead: Breaking boundaries to build interactive, human shopping experiences,25,Explaining the report,28,About Bazaarvoice,30,Whats inside,PrefaceToday, shoppers forge their own path.Consumers actively navigate among brands and retailers online and in-store, across devices, and through a variety of channels and rely on authentic interactions with companies and other shoppers to help inform their decisions along the way.,2,Shopper Experience Index,To shed light on the most dynamic developments in the shopping landscape over the past year, the Shopper Experience Index draws on three critical perspectives: consumers, clients, and our analysis of rich shopper behavior data across the Bazaarvoice Network.We surveyed more than 2,000 consumers in the US, UK, France, and Germany about their online shopping habits and preferences. We also asked 500 of our clients around the world for their insights and prioritized strategies for meeting new consumer expectations. Finally, we gathered data from the shopping behaviors of more than a billion monthly shoppers across the 6,000+ brand and retail sites in our network.The result: A detailed view of the ways consumers connect with brands and retailers today and what leading marketers are doing to succeed now and over the coming year.,2,000,consumers surveyed,500,brands and retailers polled,1.1 billion,monthly shoppers on our network,66.8M,3,Shopper Experience Index,reviews,2.2M,photos,6.3M,questions,AY E A RI NT H EL I F EO FT H EB A Z A A R V OI C EN E T W O R KIn 2018, shoppers submitted:,Today, nearly 1.5B reviews are displayed across the Bazaarvoice Network, reaching more than 1.1B shoppers via5.8B page views every month.,User-generated content fuels the shopping journey, even with the increased presence of chatbots, voice assistants, social media, and other digital innovations. Ratings and reviews are fundamental to the shopping experience today.,4,Shopper Experience Index,Shoppers crave interaction before a transaction, expecting brands and retailers to put them first and show it no matter where they shop.,When brands and retailers collaborate, everyone wins, making partnerships key to supporting a seamless, multichannel shopping journey.,A great mobile experience is an opportunity to stand out, as mobile shopping experiences struggle to keep pace with the increasingly crucial role they play in the shopping journey.,Getting personal with shoppers can deliver a big payoff, and emerging technologies and new data-sharing regulations may help bridge the gap with consumer expectations.,Looking ahead, the best brands and retailers will continue to break down boundaries to build interactive, human shopping experiences that enable shoppers to make confident purchase decisions across every device, platform, and channel.,The key takeaways,Shopper Experience Index5,User-generated content fuels the shopping journey.,Shopper interaction rates with reviews and photos from consumers across the Bazaarvoice Network:,39%41%33%North AmericaEuropeAsia,Shopper Experience Index6,6,Shopper Experience Index,As the shopper journey extends in new and more directions, one fundamental remains the same: we are hard-wired to seek word-of-mouth. Simply put, shoppers want to know what other people think and brands and retailers win when they make it easy for them to find out. Access to word-of-mouth content is consistently rewarded with return visits, online and in-store sales, and, above all, loyalty.Shoppers reliance on ratings and reviews and the value brands and retailers derived from it grew steadily in 2018. Shoppers around the world submitted66.8 million reviews across the Bazaarvoice Network, up 9% from 2017.,7,Shopper Experience Index,Online reviews are second only to recommendations from friends and family when it comes to influencing shoppers,1 so its no wonder companies adoption of ratingsand reviews continues to rise. In fact, 64% of shoppers we surveyed consider ratings and reviews, consumer-submitted questions and answers, and consumer photos important a 14% increase from 2017.But its not just shoppers who benefit from user-generated content (UGC). Its value to brands and retailers is also clear. The conversion lift among shoppers engaging with user-generated content on best-in-class sites (top 25% of all Bazaarvoice clients) jumped to 137%, and the revenue per visitor (RPV) rose to 157% numbers that continue to increase each year.,137%,conversion lift,among shoppers engaging with user-generated content on best-in-class sites,157%,revenue per visitor lift,320300280260240220200180160140120,80604020,100,Conversion and RPV lift by industry among Bazaarvoice best-in-class brand clients,B R A N DS,For shoppers who engaged with user-generated content vs. those who did notConversion liftRPV lift,INCREMENTAL LIFT WHEN SHOPPERS ENGAGE WITH UGC,0,8,Shopper Experience Index,H E A L T H & BE A UT Y,C ON S U M E R E L E C T R ONIC S,AP P AR E L & A C C E S S O R IE S,SP OR T I N G G O OD S & O U T DO OR S,C O NS U M ER PA C K A G ED G O O D S,+206%,+97%+112%,+189%+174%,+136%+129%,+175%+214%,H AR D W AR E & HO M E I M P R O VE M E N T+57%,+137%+170%,320300 280260240220200180160140120,80604020,100,Conversion and RPV lift by industry among Bazaarvoice best-in-class retail clients,R E T A IL E R S,For shoppers who engaged with user-generated content vs. those who did notConversion liftRPV lift,INCREMENTAL LIFT WHEN SHOPPERS ENGAGE WITH UGC,0,9,Shopper Experience Index,H E A L T H & BE A UT Y,C ON S U M E R E L E C T R ONIC S,AP P AR E L &,A C C E S S O R IE S,HAR DWAR E,& HOM E I M PR OVEM ENT,SP OR T I N G,G O OD S & O U T DO OR S,M ASS M ERCHANT DEPAR TM ENT S TOR E,+106%+87%,+128%+141%,+162%+183%,+148%+169%,+149%+189%,+148%+165%,Just the presence of user-generated content can drive shoppers to purchase even if they dont engage directly with it. Product pages with at least one review experienced a 354% increase in conversion rate and a 446% lift in RPV compared to product pages with no reviews, whether or not visitors engaged with the review content.Likewise, product pages with Q&A experienced a 447% higher conversion rate compared to product pages with no Q&A, regardless of shopper engagement.,The presence of user-generated content can increase search performance too, making products with even one review easier for shoppers to find. When a single review can drive more consideration and help turn consideration into conversion,the value of UGC becomes abundantly clear.,And brands and retailers are noticing. In our client survey, 86% of respondents say consumer reviews drive online sales, and 53% see its positive influence on in-store sales a 62% increase from 2017.,Whats more, 63% of brands and retailers rely on ratings and reviewsto boost SEO performance, and more than half count on UGC to boost brand loyalty. So its no surprise that 98% of brands and retailers plan to either keep the same tactics or increase the amount of effort they put toward consumer content in 2019.,Q:,A:,10,Shopper Experience Index,Product pages with at least one review experienced a 354% increase in conversioncompared to product pages with no reviews, whether or not visitors engaged with the review content,What keyvalue driversare ratingsand reviews expected,to impact?Percentage of brands and retailers selecting each value driver,11,Shopper Experience Index,52%BR AN D L O YA L T Y53%IN - S T O R E S AL E S63%S EO 86%O N LI N E S A LE S,The concept of a review has extended beyond text. Today, photos and videos are increasingly expected in ratings and reviews and can,have an outsize influence on purchase. Visual user-generated content has also become increasingly important in enriching the shopping experience beyond written reviews and Q&A. Shoppers in the Bazaarvoice Network submitted more than 2 million photos last year a 25% boost over 2017 and 1 in 3 consumers reported that photos of products from other shoppers are important or very important in their decision to buy.Brands and retailers report that visual content creates a more engaging shopping experience, increases discoverability, deepens brand trust, and increases conversion. In 2018, 38% of Bazaarvoice clients reported featuring visual content from social media on product pages (up from 35% in 2017), and 43% say they plan to in the near future.,Shoppers submitted more than 2 million photos lastyear, a 25% boostover 2017.,12,Shopper Experience Index,Percentage of brands and retailers that agree featuring visual user-generated content,13,Shopper Experience Index,in the shopping experience does the following:,91%,82%81%81%,59%,CR E AT E SAM O R EE N G A G I N GE X P E R I E N CE,IN C R E A S E SD I S C O VE R AB IL I T YO FP R O DU C T S,D E E P E N SB R A N DT R U S T,I NC R E A SE SC O N V E R SIO N,I SS T A ND A R DI NO NL I NESHO P P I NG,Year-over-year increase in visual content submitted with reviews, by industry:,With such a strong trajectory of user-generated content submissions and the steadily increasing value they bring to shoppers, brands, and retailers alike its clear that word-of-mouth content is not only here to stay, but also expected to continue driving growth.,“At Philips, we have gotten closer to the consumer by using user-generated content.We see an increased conversionwhenever it is implemented in the consumer journey. We have a 180% buy-button increase and an organic search increase, and we get a lot of customer insights from our product reviews.”Valerie GoncalvesG L O B AL L E AD, R AT IN G S & R E VIE W S AN D UG C,G R O C E RY,AP P AR E L&A C C E S S O R IE S,C O NS U M ERPAC K AG EDGO O D S,C O NS U M EREL E C T R O N I C S,H E A LT H&BE A U T Y,H AR D W AR E&H O MEI MP R O V E ME N T,184%160%115%66% M A SSM E RC H A N TD E P A R T M EN TS T O R E51%48%33%,14,Shopper Experience Index,Shopper Experience Index 15,Shoppers craveinteractionbefore a transaction.,Consumers are wary of shopping experiences that feel one-sided. They dont just want to make informed decisions; they also want to trust the brands and retailers they choose. They want shopping to feel more like a human interaction, not just a transaction.Shoppers reward the brands and retailers that put customers first: those that listen to their questions and concerns and respond to them personally. Theyre used to interacting with each other through ratings and reviews,Q&A, and social content, and they expect brands and retailers to participate in the conversation, too.,16,Shopper Experience Index,One of the best ways to encourage meaningful conversations is to empower shoppers to ask product questions and answer them directly and publicly.Getting quick, accurate answers to their questions, especially from brands and retailers, promotes trust, boosts confidence, and drives sales.,Even seeing helpful Q&A exchanges between a brand or retailer and other shoppers signals that customers voices are heard and respected, which can translate to real value. In 2018, best-in-class Bazaarvoice clients saw a 114% lift in conversion and a 120% lift in revenue per visitor or higher when shoppers engaged with Q&A.,Though brands and retailers in the Bazaarvoice Network recognize the value of connecting directly with their shoppers, not all have allocated resources todo so effectively. Among those who reported that Q&A wasnt critical or major, 54% stated that they dont have the staff for it, and 27% said they plan to make it a priority in the future.,When shoppersengage with Q&Aon best-in-classsites, there is a114% conversionlift and a 120% RPV lift.,Still, Q&A continues to gain traction as an important venue for connecting with shoppers, and brands and retailers who invest the time and resources know it pays to engage. Of those brands who maintain Q&A on their product pages, 74% reported that they see significant value in it or consider it critical to the success of their business.,With those numbers trending upward year after year, more businesses are likely to shift more customer support resources to engage in active dialogue on product pages just as they have on social media in recent years.,Social media continues to grow in importance as well, both as a platform for brands to interact directly with shoppers and as a venue for extendingthe online shopping journey. Now 1 in 5 consumers say its important or very important to be able to discover products and purchase directly from social media platforms like Instagram, Facebook, and Pinterest a 17% increase over last year.,Brands and retailers are taking a proactive approach to this increasing appetite for a truly multichannel online shopping experience: nearly half of Bazaarvoice clients said that integrating social media and online shopping experiences will be a top priority or increased area of focus over the next 12-18 months.,As the siloes of traditional customer service continue to crumble, blurring into truly interactive shopping journeys, the investment in product page Q&A and shoppable social media is likely to become even more integral for brands and retailers to stand out in a crowded online shopping landscape.,“Unanswered questions can keep shoppers from buying your products, and, even worse, cause consumers to distrust your brand. We prioritize facilitating and responding to customer questions to provide information at a critical point in the shopping journey and reduce traffic to our support team. Any time we can engage in a conversation with our customers, its an opportunityto provide a standout customerexperience and build brand loyalty.”Eugenia LinC O NS U M ER - G EN ER AT ED C O N T EN T, P R O J E C T M A N A G ER,
展开阅读全文