STORES Magazine - September 2017 - 24

n

COVER STORY

"It brings more of an authority and validation
than you'd get from the brand itself," says
Jim Davidson, TurnTo's director of research.
"Consumers are a lot more empowered now. Brand
loyalty has been a big struggle for retailers. There's
a lot more power and control and information in
the pocket of the consumer."
Hearing directly from other consumers increases
confidence in purchase decisions, according to
73 percent of those surveyed. That leads directly to a
more authentic shopping experience (63 percent) and
more engagement with the brand (61 percent).
But it's not a one-way street: 81 percent of shoppers
say they would pay more for a product that has usergenerated content - and the same number say they
are willing to experience slower shipping times for
products that feature user-generated content.
Drilling down more specifically into user-generated
content, new research from ecommerce analytics
firm Profitero and consumer engagement firm
PowerReviews showcases just how directly ratings
and reviews tie to purchases - at least on Amazon.
The research, "Assessing the Impact of Ratings
and Reviews on Ecommerce Performance," showed
that products with a star rating of 4.0-4.5 account
for 56 percent of Amazon's sales. It also showed
that going from no reviews to one or more brought
traffic, sales and conversion lifts for all products on
average - even more for more popular products.
But getting customers to return to the site to offer
a review or answer a question isn't always easy. The
TurnTo research shows that about 72 percent of
shoppers submit content, with ratings and reviews
having the highest use. Answering questions,
posting on social media or sharing videos or photos
is used by fewer than three in 10.
Davidson says that offers significant potential
heading into the holiday shopping season. "A lot
24

STORES September 2017

of folks think of ratings and reviews as belonging
only on the product page. You need to expand
that," he says. "It may be in a scroll through
products in search results. It may need to be in the
abandoned cart messages. A lot of folks are relying
on shipping and promotions to get customers
who have abandoned carts. But including the user
content is powerful."
It could solve the problem of getting more users
to generate content, he believes. "Increasing
visibility will increase participation. The more you
have, the more you get."
One in three of those who don't submit content
say there is no incentive for them to do so; almost
as high was the time it took to do so. Davidson
says there are simple fixes to those hurdles.
"It doesn't have to be a financial discount," he
says. "If you have a loyalty program, you can add
points or status. With time, include review forms
in follow-up emails so that people don't have to
go back to the site. Integrate a function into the
email that allows a simple tap to directly open
your phone's camera. Anything that makes
it easier."
Whether user reviews, shipping or shopping, ease
is ultimately what's needed for today's ecommerce
retailer. "If you're not Amazon or Walmart or
Kohl's, looking at the year-over-year comparisons
and seeing the growth of the big three would be
daunting," Goodfellow says.
"Ecommerce is going to continue to be a huge
challenge for other retailers, but it also presents
a wealth of opportunities. It's all about knowing
who your customers are and how you can create a
seamless experience for them."
Sandy Smith grew up working in her family's grocery store,
where the only handheld was a pricemarker with labels.
STORES.ORG


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Table of Contents for the Digital Edition of STORES Magazine - September 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
The Favorite 50
RFID Is Ready to Revolutionize the Retail Industry
Playing Their Tune
C2W
Store Operations
Marketing
Payments
How Stonewall Kitchen Boosted Sales and Reengaged Customers
Finance
Store Operations
Inventory Management
Online
How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
Startup Spotlight
Analytics
ORC
Fraud
Stores at 100
POV
Communities
End Cap
STORES Magazine - September 2017 - Intro
STORES Magazine - September 2017 - cover1
STORES Magazine - September 2017 - cover2
STORES Magazine - September 2017 - 3
STORES Magazine - September 2017 - 4
STORES Magazine - September 2017 - 5
STORES Magazine - September 2017 - Editor’s Page
STORES Magazine - September 2017 - 7
STORES Magazine - September 2017 - President’s Page
STORES Magazine - September 2017 - 9
STORES Magazine - September 2017 - Retail Politics
STORES Magazine - September 2017 - NRF News
STORES Magazine - September 2017 - Trends
STORES Magazine - September 2017 - 13
STORES Magazine - September 2017 - 14
STORES Magazine - September 2017 - 15
STORES Magazine - September 2017 - 16
STORES Magazine - September 2017 - Retail People
STORES Magazine - September 2017 - 18
STORES Magazine - September 2017 - The Favorite 50
STORES Magazine - September 2017 - 20
STORES Magazine - September 2017 - 21
STORES Magazine - September 2017 - 22
STORES Magazine - September 2017 - 23
STORES Magazine - September 2017 - 24
STORES Magazine - September 2017 - RFID Is Ready to Revolutionize the Retail Industry
STORES Magazine - September 2017 - 26
STORES Magazine - September 2017 - 27
STORES Magazine - September 2017 - Playing Their Tune
STORES Magazine - September 2017 - 29
STORES Magazine - September 2017 - 30
STORES Magazine - September 2017 - C2W
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 33
STORES Magazine - September 2017 - 34
STORES Magazine - September 2017 - 35
STORES Magazine - September 2017 - Marketing
STORES Magazine - September 2017 - 37
STORES Magazine - September 2017 - Payments
STORES Magazine - September 2017 - 39
STORES Magazine - September 2017 - How Stonewall Kitchen Boosted Sales and Reengaged Customers
STORES Magazine - September 2017 - 41
STORES Magazine - September 2017 - Finance
STORES Magazine - September 2017 - 43
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 45
STORES Magazine - September 2017 - Inventory Management
STORES Magazine - September 2017 - 47
STORES Magazine - September 2017 - Online
STORES Magazine - September 2017 - 49
STORES Magazine - September 2017 - How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
STORES Magazine - September 2017 - 51
STORES Magazine - September 2017 - Startup Spotlight
STORES Magazine - September 2017 - 53
STORES Magazine - September 2017 - Analytics
STORES Magazine - September 2017 - 55
STORES Magazine - September 2017 - 56
STORES Magazine - September 2017 - ORC
STORES Magazine - September 2017 - 58
STORES Magazine - September 2017 - 59
STORES Magazine - September 2017 - Fraud
STORES Magazine - September 2017 - 61
STORES Magazine - September 2017 - Stores at 100
STORES Magazine - September 2017 - 63
STORES Magazine - September 2017 - POV
STORES Magazine - September 2017 - Communities
STORES Magazine - September 2017 - End Cap
STORES Magazine - September 2017 - cover3
STORES Magazine - September 2017 - cover4
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