Mobile & wearable technology is transforming consumer behavior & retail opportunities
Surveying more than 1,000 consumers in the U.S. and U.K., this study analyzes how technology impacts consumer expectations. Download the study to understand:
How shoppers use and want to use mobile, wearable tech, beacons and other technologies
When consumers are willing to receive push notifications
How retailers can engage consumers with more targeted, context-driven product information, online, in store and in real time
How ratings, reviews and other product information fit into consumer priorities and the new, hyper-relevant retail landscape
MATT MOOG | CEO
PowerReviews CEO, Matt Moog, has more than 20 years of experience scaling technology companies, both public and private. Matt is passionate about entrepreneurism and the transformative role that technology can play in our lives, especially when it allows people to share their experiences and brings transparency and accountability to all facets of life.
Today’s consumers expect on-demand information and transparency. And they trust other consumers more than they trust brands.
In this 30-minute webinar recording, PowerReviews CEO Matt Moog explores the democratization of communication and how you can provide a platform for brand advocates to share trusted information with other shoppers.
During this on-demand webinar, Matt shares information on:
The effect of trust and authenticity on consumers’ decision journey
Strategies to identify, nurture, and reward potential brand advocates
Loyalty programs that go beyond transactions and encompass engagement and advocacy
Utilizing Ratings and Reviews and Q&A to drive web traffic, increase average order value and improve conversion rates
Take a look around the room at your next networking event, and you’ll likely find a good number of people who are sporting some sort of wearable technology. Maybe you’re even one of them. If so, you’re certainly not alone. Research from PowerReviews found that almost 30% of U.S. consumers already own a wearable device — such as a smart watch, smart glasses or fitness tracker — or plan to buy one in the next 12 months.
The increased adoption of technologies such as wearable devices and beacons is making the path to purchase more complex, but these technologies also have the potential to open up opportunities for smart, forward-thinking retailers to connect with customers and drive sales. Read on to learn 4 keys to success for retailers looking to leverage the rapid shift toward mobile and wearable technology.
1. Provide shoppers with relevant information so they don’t leave your ecosystem. Imagine a customer is shopping in your store for a new TV. She’s deciding between two models and wants to see what other people have to say about each one before she makes a decision. She visits your website on her smartphone and searches for a few minutes, but doesn’t find any reviews for the two models she’s considering. So, she navigates to Amazon and quickly finds dozens of reviews for each — and also finds she can purchase one of the TVs for $20 less, with free shipping. She leaves the store empty handed.
This scenario points to the importance of providing customers with the information they want, when and where they want it. This means having mobile-friendly reviews available on mobile apps and on your website as well as using reviews in store, whether through digital displays or traditional print advertisements.
2. Use data to offer a better online and in-store customer experience. More than a third of consumers want a wearable device to make their lives easier. And 82% would like technology like smart watches to enhance their shopping experience. The key to providing these improved experiences? Data.
How can you get access to the data you need? Consumers are willing to share their data if there’s a real benefit for them. Smart retailers will use data to demonstrate value, in the form of rewards and offers. This granular view of customer behavior is invaluable and will in turn enable you to make communications more relevant, targeted and in sync with what customers really want.
3. Innovate and personalize information delivery. Gone are the days of one-size-fits-all marketing. Instead, shoppers have come to expect personalized information throughout their shopping experience.
Innovate within your ecosystem to provide customers with the information they need, when they need it so you don’t lose them to a competitor. Through demographics, transaction histories, social media engagement and reviews, retailers have the opportunity to be smart about how they reach out to shoppers. Beacons and other micro-location technology help them further target what content they serve and when and where they serve it. For example, if a retailer’s smartwatch app knows a consumer loves designer shoes, is in New York City on vacation, and just got a raise, it might suggest a highly-rated pair of shoes that’s on sale at a store two blocks away.
4. Don’t wait. Think wearable tech is a passing fad? Think again. Wearable tech is here to stay, and retailers that bury their head in the sand will be left in the dust. The quickly changing technology landscape affects everyone, so be sure to plan your marketing strategies now to be part of the seismic shift. Your consumers are already adopting wearable tech and they expect you to as well.
It’s no secret that the internet has quickly become a visual channel. In 2014, 460 million photos were posted each day via social media. And this number will only continue to climb.
Consumers not only love photos — they trust them…especially when the photos come from other people like them. In fact, according to research by visual commerce platform Olapic, 63% of consumers trust customer photos more than brand or retailer photos.
But how can brands and retailers put this visual user-generated content (UGC) to work in order to move the needle? Jon Drennan, VP of Account Management at Olapic, joined us for our July webinar to discuss the rise of the visual web and share Olapic’s top 10 “do’s and don’ts” for brands and retailers looking to increase revenue, engagement and trust from their UGC initiatives. Here are four of the do’s and don’ts he shared.
Do: Give customers credit for their photos You’ve discovered a great photo on Instagram of your product in action, it includes your brand hashtag and would be a great asset for another one of your marketing campaigns. Start off by giving the customer credit for the photo. If she’s using your hashtag and posting photos of your product, she’s clearly already a fan. Giving her a shout-out will make her an even bigger brand advocate.
Don’t: Use celebrity photos without their consent Let’s say you’re a clothing retailer and you get your hands on a photo of a famous actor walking into one of your stores. It may seem tempting to use this image in your marketing efforts. But don’t do it. A handful of companies have gotten into hot water for using celebrity photos without their permission — which can have a negative impact on a brand’s reputation.
Do: Leverage UGC to uncover new target audiences for your brand You may think you have a pretty good idea of what your target audience looks like. For example, maybe the majority of your marketing is targeted at middle aged males living in the Midwest. But by exploring and analyzing user generated content, you may just discover other audiences who love your brand, too. Those are new audiences for you to target in the future.
Don’t: Expect photos to drop in your lap If you create a branded hashtag, the UGC will start pouring in, right? Wrong. Creating the hashtag is just the beginning. You also need to promote your UGC initiatives across all customer touch points in order to get engagement from your customers. Promoting UGC initiatives via digital touchpoints like social media and email may seem obvious, but be sure to use your offline channels, too. For example, if you’re a clothing brand, include your brand hashtag in your magazine ads to encourage more customers to post content.
Visual Commerce: From Authenticity to Revenue
User-generated content or UGC is the most compelling trend in marketing — a key for conveying the authenticity that Millennials crave and a competitive advantage for marketers to increase sales, cultivate brand advocates, and build brand equity.
Learn the top “Do’s and Don’ts” from brands and retailers who’ve created the most authentic and compelling e-commerce experiences — and seen significant increases in revenue, engagement, and trust from their UGC initiatives.
Attend this webinar to learn:
How brands like Ulta, Skechers, Maurices, and Brooks Running are using visual UGC to drive results
How to lead a UGC initiative in your organization
How to work with brand ambassadors to promote your UGC initiative across customer touch points and acquire more content
How giving credit to your customers for their reviews and photos drives community growth and engagement