How Unilever is Capturing and Leveraging Online Store Reviews Presented by: Jenna Spivak Evans Digital and eCommerce Capabilities Manager Unilever Richard Skardon Client Business Partner Bazaarvoice Danny Silverman Customer Strategy and Success Clavis Insight

Who We Are…Clavis Insight

About the Presenters Richard Skardon is a Client Partner for Global Brands at Bazaarvoice. In his current role, Richard and his team advise brands and manufacturers on how to develop a comprehensive Consumer Generated Content strategy. Jenna Spivak Evans is the Associate Digital and eCommerce Capabilities Manager for Unilever. In her role, Jenna ensures that new digital and eCommerce innovations and best practices are applied across Unilever’s brands and in partnership with retail customers.

The Importance of Reviews for Manufacturers and Consumers

Who We Are…Bazaarvoice Proprietary, © Bazaarvoice INC. 2016

Why Reviews? 52% 50% Increase Sales Drive Traffic Gain Insights Reach Consumers See up to 52% lift in conversion with reviews on product pages Increase search traffic 15-25% with reviews on product pages Reduce product development costs 50% with consumer feedback Increase CTR 20-50% by incorporating CGC in your Ads Proprietary, © Bazaarvoice INC. 2016

The Review effect on Conversion Proprietary, © Bazaarvoice INC. 2016

Your consumers trust each other the most 92% Of consumers trust earned media above all other advertising1 Consumers have 3x more trust in reviews than brand advertising2 Our data shows that when consumers see content from people like them, they are more confident to buy.    Companies who consistently instill that consumer confidence: Drive more sales Build loyalty and trust Create new advocates for their brand 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. 1 Nielsen, 2012. 2 BV Study: CGC Usage for Online & In-Store Purchases

Measuring Success - ROI Proprietary, © Bazaarvoice INC. 2016

Measuring Success - Benchmarks Bazaarvoice CPG Benchmarks FY 2015 Proprietary, © Bazaarvoice INC. 2016

BV Study: CGC Usage for Online & Instore Purchases Bazaarvoice 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. 2,200,000+ Data points NA, APAC & EMEA participating retailers Proprietary, © Bazaarvoice INC. 2016

Proprietary, © Bazaarvoice INC. 2016

41-58% of in-store buyers read reviews for big-ticket technology items Products researched online before being purchased offline 41-58% of in-store buyers read reviews for big-ticket technology items 19% of in-store buyers read reviews for Food items! Proprietary, © Bazaarvoice INC. 2016

The Bazaarvoice Approach to Consumer Generated Content For more information on Bazaarvoice please email PartnerTeam@bazaarvoice.com Proprietary, © Bazaarvoice INC. 2016

Tactics to Drive Review Volume

Set Ratings & Reviews Benchmarks and Goals (21) REVIEWS WRITE A REVIEW 1-8 of 21 Reviews Sort  x

How To Hit Rating, Volume & Recency Targets Evergreen Tactics (on-going) Targeted Tactics (1-2 per year) Spotlight within email newsletters Prominent placement on homepage Leverage social media Add CTA on collateral & samples Sampling initiatives Coupon incentives Sweepstakes Live events Integration with larger brand campaigns INNOVATION CORE REFORMULATION

Simple Asks Can Drive Volume

Sampling & Sweepstakes

Leveraging Review Content & Insights

Use Reviews to Align Campaigns & Content With Shopper Language Delve into review content to leverage shopper language and opinions:  Search keywords  Naming guidance  Product content to develop

Gain Insight Into Regimen Building

Fill Content Gaps or Validate Claims

Extend The Reach Of Your Advocates - Leverage Reviews In marketing communications

Enhance Your CRM General Communication Dry Skin Concern Sensitive Skin Concern

Inform Consumer Services & R&D

Consumer Packaged Goods Manufacturers & Retailers Industry Leader in Online Retail Store Analytics for Consumer Packaged Goods Manufacturers & Retailers Clavis Insights Assortment & Availability Ratings and Reviews Share of Search Search and Menu Rank Price Merchandising Tracker POS Amazon Analytics Clavis eCommerce Insight is a cloud based solution that uses our technology simulates a shopper visiting the online retailer, and captures any piece of information the shopper has the potential to encounter. We do this anywhere in the world for desktop, mobile web and mobile app. We then take all the information available about your products and your competitors’ products in these stores and deliver regularly updated, actionable reports based on key metrics such as Portfolio, Placement and Integrity Clavis eCommerce Insight will track your products’ across leading online stores, to provide you with the in depth reports and analysis that enable you to optimize your digital channel distribution, protect your brand and grow your online sales Technology visits Online Stores, Mobile Web and Mobile App Platforms globally Audit & Analysis of everything the shopper sees in the online store Cloud reporting platform that delivers timely, relevant insights to drive actions & sales growth. Integrate across your eCommerce stack for deeper analysis, consulting and implementation expertise

Shopper Review Diagnostics View full text of reviews Search review text for key terms Filter reviews according to manufacturer response, star rating, syndication, parent/child Analyze ratings & reviews for particular time periods Structure automatic alerts Monitor competitor reviews

For More Information: Visit: www.clavisinsight.com Email: info@clavisinsight.com