Fresh Relevance-零售社交晴雨表报告（英文）-2019.7-28页.pdf

The Retail Social Proof Barometer1THE RETAIL SOCIAL PROOF BAROMETERHOW TOP RETAILERS MATCH UP TO CONSUMER EXPECTATIONSThe Retail Social Proof Barometer3ContentsUser social proof .4 Ratings and reviews .4 User Generated Content(UGC).9Wisdom of the crowd .13 Product recommendations .13 Popularity messaging .16Celebrity&influencer social proof .19Key findings at a glance .23 Top retailers .23 Top verticals .24Action points for retailers .25Retail Social Proof Ranking.27The Retail Social Proof Barometer4USER SOCIAL PROOF When making a purchasing decision,consumers look for unbiased sources of information.Shoppers are also more inclined to be influenced by the people most similar to them-fellow customers.Retailers can leverage the power of user social proof with User Generated Content(UGC),specifically product ratings,reviews and customer photos.Ratings&reviewsProduct ratings and reviews increase consumer trust in your brand because they come directly from customers who have used your products.Retailers can collect this authentic feedback from existing customers,and display this alongside product information on the website and in emails to reassure shoppers as they research and compare options.What do consumers want?Ratings and reviews are top considerations in the purchase process,with over half of shoppers finding them useful,topped only by detailed product descriptions and images(70%)and shipping and returns information(62%):NEARLY HALF (46%)of consumers will extensively research products&compare options before purchasingTWO THIRDS OF CONSUMERS find detailed product reviews useful when making a purchaseOVER HALF OF CONSUMERSlook for star ratings when making a decision56%1 IN 3 SHOPPERS read 3-4 product reviews before making a purchase decision1 IN 3 CONSUMERS are sceptical of brands that fail to share product reviews 30%37%61%And the more reviews,the betterThe Retail Social Proof Barometer5How do retailers shape up?61%of customers find reviews useful 58%of retailers offer reviews onlineRetailers offering reviews in web and email contentBeauty 100%Jewellery&accessories 60%Electronics 60%Footwear 50%Fashion 20%The Retail Social Proof Barometer6Missed opportunitiesFashion and footwear brands could be missing out by not adopting ratings and reviews.Since customers cant touch or try on items as they can in store,customer feedback provides a valuable additional source of information to help them choose the right product-potentially reducing return rates.Reviews could also provide customer-led insights for the design of future collections.With inboxes overflowing,brands have a limited opportunity to capture recipients attention.Since consumers rank ratings and reviews as key parts of the decision-making process,retailers across all verticals could be leaving potential buyers behind by omitting this information from bulk and triggered emails.Marketers can easily incorporate product feedback in emails by automatically pulling product review content from a trusted eCommerce ratings and reviews provider or in-house solution.Ratings and reviews across channels18%show stars on homepage42%show stars on product listing page58%show reviews on product detail page54%show stars on product detail page4%show stars in newsletters8%show stars in shopping recovery emailsThe Retail Social Proof Barometer7Retailer highlights Boost conversions by emphasizing top rated productsProminently displaying a customer favorite sparks interest by implying that its worth looking at.Adding a rave review builds authority and trust,and shows that your brand values customers input.SpaceNK creates a buzz around one particular product by featuring it prominently on the homepage with a star rating and customer review:Tempt back shoppers with ratings and reviews in recovery emailsWhen sending recovery emails,retailers can give customers additional encouragement to click through by including star ratings and product reviews.For an undecided shopper,this could be the final motivation needed to make a purchase.In this example,LOccitane uses both stars and ratings to boost click throughs,and supplements these with product recommendations in case the browsed products dont do the trick.The Retail Social Proof Barometer8 Inspire shoppers with featured product reviewsLush features selected customer reviews in a format similar to tweets on product listing pages(PLP)and product detail pages(PDP).This is particularly engaging as it presents useful information in a familiar social media format.Although the reviews have been curated and are not in real time,the tweet format creates a sense of immediacy.The Retail Social Proof Barometer9User Generated Content(UGC)User generated content is the perfect social proof tactic for a world driven by social media.We love taking photos and sharing stories about our everyday lives.So why not leverage this to let your loyal customers become your best marketers?Whats more,customers trust posts and photos from fellow customers far more than content created by marketers.1 IN 3 SHOPPERS(29%)prefer to see a product as it is worn or used by real people as opposed to professional product images.What do consumers want?Many customers prefer to see a product worn or used by real people,rather than professional product images.But the impact of this tactic varies depending on your target audience.How do retailers shape up?29%of customers find product photos from other customers useful16%of retailers offer UGCONE THIRD OF CONSUMERS prefer UGC over professional product imagery2 IN 5 MILLENNIALS find product photos from other customers useful when making a purchase decision(29%)(41%)The Retail Social Proof Barometer10Retailers offering UGC in web and email contentBeauty 30%Jewellery&accessories 0%Electronics 30%Footwear 10%Fashion 20%The Retail Social Proof Barometer11Missed opportunitiesShowing UGC on web pages and in emails can help build a sense of community that retailers across all sub-verticals and especially brands with a younger,image-conscious customer base-such as sneaker brands-could benefit from.Retailers selling products that shoppers prefer to try on,like fashion,jewellery and footwear,could also boost conversions and reduce return rates by showing images of real people wearing the item on product pages.To keep the manual effort to a minimum and content fresh,real time social feeds can be incorporated to automatically pull the latest posts into web pages and emails.UGC across channels6%show UGC on homepage0%show UGC on product listing page10%show UGC on product detail page4%show UGC in welcome series2%show UGC in newsletters0%show UGC in shopping recovery emailsWELCOMEThe Retail Social Proof Barometer12Retailer highlights Showcase the best customer shotsMake your customers your best marketing assets by showcasing user generated images in email newsletters,and crediting customers for their work.Here,Jessops includes a photo of the week taken by a customer using Jessops photo products.Not only does this inspire customers with ways they can use the equipment,but it also creates a sense of community by shouting out the customer for their good work.Increase engagement on product detail pagesHelp customers imagine how the product will fit into their life by showing inspiring images of real people using the item.Bose includes a social media feed alongside technical details to appeal to customers emotions as well as giving practical information:The Retail Social Proof Barometer13WISDOM OF THE CROWD When faced with the unknown,we tend to follow the logic that a group of people collectively makes better decisions than the individual.Telling consumers what others are purchasing adds urgency and makes stock more desirable,without changing anything about the product or the price.Demonstrating that a product is popular with similar shoppers could be the crucial factor in preventing a bounce or an abandoned cart.Product recommendationsOffering recommendations is a tactic as old as retail itself.In physical stores,sales clerks have been trained to help close the sale and increase the average order value by suggesting products the customer might like.Technology now allows retailers to mimic this experience online.Using a product recommendation engine,marketers can suggest items based on a combination of crowdsourced data,business rules,and social proof.For example,retailers can highlight most-viewed or top-rated products.The effectiveness of product recommendations can be increased by filtering them based on a customers individual preferences.How do retailers shape up?When consumers were asked which types of product recommendations had persuaded them to make a purchase,more than one in four(26%)cited Top-rated products.However,retailers are failing to capitalize on this opportunity to move customers towards a conversion.TOP SELLERSConsumers influenced by this recommendations typeRetailers offering them28%22%FREQUENTLY BOUGHT TOGETHERCUSTOMERS WHO VIEWED THIS ALSO BOUGHT19%14%21%12%26%0%TOP RATEDThe Retail Social Proof Barometer14Missed opportunitiesOf the retailers surveyed,none were suggesting top rated products.With a quarter of consumers saying they are influenced by this type of recommendation,this is a real missed opportunity.Retailers across verticals could be using product ratings and reviews to inform product recommendations and increase conversions.Retailers could especially benefit from including a mix of social proof product recommendations in email,where wisdom of the crowd has the power to increase click throughs and move customers towards a purchase.Product recommendations by channel26%show top sellers on homepage8%show top sellers on product listing page6%show top sellers on product detail page4%show top sellers in newsletters0%show social proof product recommendations in shopping recovery emailsThe Retail Social Proof Barometer15Retailer highlights Use best selling products to boost bulk email performance Bulk emails traditionally have lower KPIs than triggered emails,as there isnt one specific product that the customer has expressed an interest in.In this scenario,showing top selling products encourages customers to click through.Here,Glasses Direct showcases popular products in its email newsletter.Engage customers straight away with product recommendations in welcome emailsRecommending popular products is helpful for new customers who may not be familiar with your offering.In this example,photo retailer Wex Photo Video welcomes new subscribers by sharing recommendations for frequently browsed cameras.This is supplemented with rating stars to reassure first-time shoppers.The Retail Social Proof Barometer16Popularity messaging Consumers desire items more when they are popular or scarce and are driven by a phenomenon known as fear of missing out(FOMO).This is good news for retailers.Marketers can encourage a sense of urgency by using real time product data and stock levels to demonstrate scarcity(“there arent many left!)and popularity(“lots of people are buying this!”).What do consumers want?Urgency messaging has the potential to increase conversions,with almost half(43%)of consumers citing stock levels as a key consideration when making a purchase.ALMOST HALF OF CONSUMERS(43%)of consumers say information on how many items are still in stock is a key consideration when making a purchase.How do retailers shape up?43%of consumers find popularity messaging useful8%of retailers offer this information!The Retail Social Proof Barometer17Missed opportunitiesRetailers are lagging behind customer expectations when it comes to information on remaining stock levels.Whereas almost half of consumers find it useful,very few retailers are providing this information at any stage of the purchase journey.Fast-fashion brands in particular could benefit from adopting this tactic,as customers know that the inventory sells fast and is unlikely to be restocked.Despite consumers interest in popularity messaging,none of the retailers were found to be using this in their newsletters or shopping recovery emails.Retailers across all verticals are missing an opportunity to drive more revenue from email marketing.Popularity messaging by channel4%show how often a product has been viewed on product detail page0%show popularity messaging in newsletters0%show popularity messaging in shopping recovery emails4%show how often a product has been bought on product detail page8%show stock levels on product detail page4%show stock levels on product listing page2%show how often a product has been bought on product listing page10 left!23 bought today!22 left!10 left!13 left!The Retail Social Proof Barometer18Retailer highlights Engage your audience with urgency messaging in your brands tone of voiceMissguided adds a touch of urgency to product listing pages by highlighting products that are selling fast.The messaging uses hashtags and emojis to appeal to the brands younger audience.The effect is enhanced by incorporating similar messaging on product detail pages.By reinforcing the sense of urgency at each stage of the purchase journey,the website guides customers naturally towards a conversion.The Retail Social Proof Barometer19CELEBRITY&INFLUENCER SOCIAL PROOF Celebrity social proof adds a sprinkle of stardust to the brand image and comes in two flavors:paid endorsements and unpaid endorsements.Either a public figure endorses your brand in exchange for a fee,or a celebrity is spotted using your product simply because they like it.What do consumers want?Our research has revealed that the power of influencers may be overrated,with two in three (62%)consumers being neither more nor less interested in a brand if they saw a well-known individual that they respected and liked sporting a product online or offline.But the power of influencers varies significantly depending on the target audience,with Generation Z four times more likely than Baby Boomers to be more interested in a brand using influencers:ALMOST HALF (44%)of consumers state that they wouldnt trust any product information provided by influencersNEARLY TWO THIRDS(62%)of consumers state they dont actively follow influencersONLY 1 IN 10(10%)have purchased a product based on a recommendation made by an influencer on social mediaOVER HALF (60%)of GenZ are more interested in a brand using influencersJUST 14%of Baby Boomers are more interested in a brand using influencersThe Retail Social Proof Barometer20How do retailers shape up?Generation Z are particularly receptive to influencers when it comes to how they look:Retailers adopting influencer marketing in web and email contentBeauty 0%Jewellery&accessories 20%Electronics 0%Footwear 40%Fashion 50%32%of consumers would be more interested in a brands products if they were sported by a well-known individual they respect22%of retailers adopting influencer marketing across channelsONE IN THREE(30%)of GenZ are actively following beauty influencers.ONE IN THREE(30%)of GenZ are active