User Generated Content: Strategies for Driving Sales Online and In-store

April 14, 2015

Speakers

2

Matt Moog CEO, PowerReviews CEO Matt Moog has more than 20 years of experience scaling technology companies, both public and private. He has launched several successful startups, hired hundreds of employees and raised over $200 million in outside investment. 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.

Kimberly Ruthenbeck Director of Web Customer Experience, Room & Board Kimberly Ruthenbeck has been with national home furnishings retailer Room & Board since 1994, serving in a variety of strategic roles and leading teams in the following areas: stores, vendor management, inventory management and merchandising. Her breadth of experience and passion for the customer has led her to her current role as Director of Web Experience.

Session Highlights

Discover how ratings and reviews impact the consumer purchase journey online and

in-store

Explore the impact of mobile on the role of user generated

content in commerce across channels

Learn how Room & Board integrated reviews in multiple sales channels and increased

sales

3

4

Consumer Expectations

Consumers expect on demand information

Consumers demand transparency

Consumers trust other consumers

Engage Customers at the Moment of Purchase

5

Drive

Sales

Drive

Traffic

Create

Actionable

Insights

6

Mobile shoppers more likely to purchase with reviews

of consumers specifically

seek out websites with

product reviews

of Millennial consumers

specifically seek out

websites with product

reviews

57%

77%

7

Only price impacts purchases more than reviews

6.97

5.42

5.32

5.22

4.17

4.09

PRICE

RATINGS

& REVIEWS

BRAND

RECOMMENDATIONS

FROM FAMILY/FRIENDS

RETAILER/BR

AND

FREE

SHIPPING

8

Growth of mobile Holiday 2014

of all online traffic

was mobile

increase in mobile

sales

of online holiday

sales were mobile

48%

40%

29%

9

10

Reviews drive purchases online and in-store

Text to Review

11

12

In-store sales enablement

13

Digital signs & kiosks

14

Beacons & mobile phones

15

Increase Sales and Improve

Customer Experience

Company Profile:

• 14 retail locations across the US

• Emphasis on seamless customer experience

Requirements:

• Find new ways to differentiate products from other online furniture

retailers

• Providing best customer experience in quality and service

• Take advantage of Brand advocates

16

Case Study:

Collection of reviews

17

Reviews per

channel

Store 48%

Web 38%

SFH 13%

Impact on conversions in-store and online

18

Case Study:

19

average page views

than site average

greater

likelihood of

purchase after

reading a

review

average time on

site than site

average

Case Study:

2X 160% 144%

20

Case Study:

Insights

Social Answers

21

Case Study:

QUESTIONS?

THANK YOU

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