1. 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

2. Who We Are…Clavis Insight

3. 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.

4. The Importance of Reviews for Manufacturers and Consumers

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

6. 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

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

8. 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, BV Study: CGC Usage for Online & In-Store Purchases

9. Measuring Success - ROI
Proprietary, © Bazaarvoice INC. 2016

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

11. 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

12. Proprietary, © Bazaarvoice INC. 2016

13. 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

14. The Bazaarvoice Approach to Consumer Generated Content
For more information on Bazaarvoice please
Proprietary, © Bazaarvoice INC. 2016

15. Tactics to Drive Review Volume

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

17. How To Hit Rating, Volume & Recency Targets
Evergreen Tactics (on-going)
Targeted Tactics (1-2 per year)
Spotlight within 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

18. Simple Asks Can Drive Volume

19. Sampling & Sweepstakes

20. Leveraging Review Content & Insights

21. 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

22. Gain Insight Into Regimen Building

23. Fill Content Gaps or Validate Claims

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

25. Enhance Your CRM General Communication Dry Skin Concern
Sensitive Skin Concern

26. Inform Consumer Services & R&D

27. 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

28. 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

29. For More Information:
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