Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole

National Retail Federation
National Retail FederationNational Retail Federation
Let me tell you a story
Carhartt’s 125+ Year UGC Journey
Anna Cole
Director of eCommerce
Carhartt, Inc.
The Carhartt Story
Why tell stories?
Trust in our brand inspires us today
Why does storytelling work?
Understanding the “Why”
Understanding the “Why”
The Shopper’s Story
Hearing the Voice of the Consumer
bit.ly/UGCstudy
24%
16%
12%
10%
10%
6%
29%
30%
15%
16%
18%
13%
27%
28%
30%
19%
27%
18%
10%
14%
21%
18%
21%
15%
10%
13%
21%
37%
24%
49%
UGC
Search Engines
Promotional Emails
Social
Display Ads
Mobile Messages
Extremely influential Very influential Somewhat influential A little influential Not at all influential
“Hearing the Voice of the Consumer” TurnTo - 2017
UGC influences purchase decisions more than
search, email and social
How influential are the following in your purchase decisions?
Shoppers will pay more and wait longer to
receive products paired with UGC
81% 19%
Ships Slow, has UGC Ships Fast, has no UGC
81% 19%
Costs More, has UGC Costs Less, has no UGC
“Hearing the Voice of the Consumer” TurnTo - 2017
If you see two similar items that you are interested in, which product would you buy?
30%
30%
26%
24%
19%
16%
43%
41%
39%
43%
42%
32%
22%
25%
29%
28%
32%
40%
3%
3%
4%
3%
6%
9%
2%2%2%2%2%3%
Increases my purchasing confidence
Improves customer feedback
Is more interesting than content created by the brand
Creates more authentic shopping experiences
Encourages me to engage with a brand
Helps me to identify trending products
Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
“Hearing the Voice of the Consumer” TurnTo - 2017
UGC increases purchase confidence and
encourages shoppers to engage with brands
How does UGC impact your shopping experience?
Finding Success with UGC
Carhartt’s UGC Journey
2008
• Launched reviews
• Exclusively on product pages
• Only 2 pushes to customers
• Clunky, non-mobile friendly user experiences
Today
• Multi-format UGC
• Exists throughout the customer journey
• Multiple, friction-free UGC solicitations
• More than mobile-first
• Olapic: social influencers, hashtag following
+
Mobile Visual Short-form Conversational
Ratings
& Reviews
Community
Q&A
Visual
Reviews
Checkout
Comments™ ™
Four innovative applications (and related services)
that work beautifully together
TurnTo’s Customer Content Suite
Customer content at every step of the shopper journey
Customer Content
Collection
Review Solicitation
• Review solicitations emails
• Directly on PDPs
• “Do More”
Connecting customers
50/50 split between mobile and desktop review submissions
Inbox Submission
• Form completion within the email
• User still brought to site following submission
• Logic selects priority item for multi-item orders,
then “Do More” collects reviews on the rest
Mobile-First is not always enough
75% increase in review submission rates
Checkout Comments
• Complement longer-form reviews
• Overwhelmingly positive
• Great for seasonal or new items
Short format UGC on Order Confirmation Page
10% submission rates
for Checkout Comments
“Do More”
25% of review volume from “Do More”
Increase UGC submissions with “Do More”
• Captures the UGC momentum
• Provides additional UGC opportunities
• Answering questions
• Submitting photos
• Review other purchases
32%
28%
26%
23%
12%
10%
9%
9%
7%
4%
2%
7%
No incentive to contribute
Too time-consuming
Prefer to just read/view UGC
Privacy
Haven't been asked to
Concerned about additional marketing messages
I'm over it by the time I'm asked
Security
Don't want others to know what I bought
Not sure how to
Don't want others to know what I think
Other
“Hearing the Voice of the Consumer” TurnTo - 2017
Why haven't you submitted UGC?
Loyalty points, discounts, views of
submitted content
Streamline solicitation forms,
mobile optimized experiences,
shorter format UGC
ASK!!!
Test timing, vary timing by product
category
Building Better Business with UGC
UGC: Customer experiences and insights
UGC: Customer experiences and insights
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Using UGC throughout your business
• SEO gains
• Product design teams
• Copywriters
• Product names, descriptions, attributes
• Merchandising teams
Let me tell you a story
Carhartt’s 125+ Year UGC Journey
• Start with authenticity
• Clearly state the “Why”
• Highlight consumer benefits
• Integrate how others are using
and why they purchased
• Reinforce the story across all
marketing and online channels
Storytelling
• Build brand affinity
• Increase conversion
• Drive word-of-mouth referrals
• Increase repeat business
Stories that deliver
Success
Content
Engagement
3x Higher
Conversion Rate=
100%+ Program Sell Through
Questions?
Let me tell you a story
Carhartt’s 125+ Year UGC Journey
Anna Cole
Director of eCommerce
Carhartt, Inc.
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
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Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole

Notas del editor

  1. Why tell stories Key Storytelling Components What will good story telling bring? TA Notes: Carhartt was founded in 1889 by Hamilton Carhartt in Detroit, MI.  An independent thinker, an endless creator and most of all a believer in doing the never been done, Hamilton not only built a company, he built multi-generational friendships with consumers and retailers alike. We still pursue Hamilton’s original vision and mission by standing with and celebrating the values of hard work.
  2. Today Carhartt still inspires generations. Carhartt exist because these people have put their trust in our brand and this trust inspires us today.
  3. Story telling works when you are able to tell and authentic story. Stories cannot and should not be manufactured. When you tell authentic, engaging stories, higher conversion will follow. But where do you start? Maybe you do not have the same rich heritage? Storytelling works when you are able to tell an authentic story about the item/technology/brand your are selling. Stories cannot should not be manufactured, they should clearly explain the ‘Why’ When you tell an authentic, engaging stories, higher conversions follow. But where do you start? At Carhartt we start at the beginning..
  4. A large part of story telling is to understand the why. Hamilton Carhartt succeed because he started with the ‘Why’ in 1889. He spent time with railroad conductors and listened to their needs. Carhartt was born on this consumer insight and the recognition of a need, a want in the marketplace for better, quality goods.
  5. Everything we do is rooted in an idea born from a consumer insight. For great story telling to happen, we as marketers, we as storytellers need to understand this inspiration. We need to understand the intrinsic why?
  6. 80% of US shoppers say UGC is influential in their purchase decisions. This outranks search, promotional email and social.
  7. The influence of UGC could be what keeps the shopper on your site and away from your competitor. 81% of US shoppers say they would pay more for, and wait longer to receive products that featured UGC.
  8. A lot of this data and our UGC strategy is focused on building better user experiences for our shoppers and customers. The survey found that UGC increases purchase confidence, which can help to foster long-term brand engagement and loyalty. These authentic UGC interactions show the power of giving your shoppers and customer a way to not only engage and interact with your brand, but also with each other.
  9. I also want to include that we have Olapic and that we will be integrating onto our pdp
  10. I want to show you some of the unique ways we have expanded our UGC strategy beyond your standard review on your PDP.
  11. -Even with a mobile-first approach to review request emails, customers still had to click out of the email, leave the inbox and begin the review submission process. Not exactly friction-free. 75% increase in submission rates with Inbox Submissions. 1.6% completion rate on emails, now 2.8% completion rate with Inbox Submission.
  12. -Even with a mobile-first approach to review request emails, customers still had to click out of the email, leave the inbox and begin the review submission process. Not exactly friction-free. 75% increase in submission rates with Inbox Submissions. 1.6% completion rate on emails, now 2.8% completion rate with Inbox Submission.
  13. There are challenges that we all face in building our UGC resources and getting shoppers to participate. This survey by TurnTo found these top reasons shoppers say they haven’t submitted UGC. Let’s look at a few of the top reasons: -No Incentive: This doesn’t have to mean you give shoppers a promo code in exchange for a review. That can be an option for shoppers who have ignored your first few submission requests. Incentives could also be loyalty points or simply letting the customer know others have read their review or liked their product photo. -Time-consuming: find ways to streamline UGC solicitants, optimize UGC solicitations for mobile devices (Inbox Submissions) and look into shorter-format UGC options such as Checkout Comments -Haven’t been asked: Ask!
  14. Our products go beyond being apparel. They are an essential part of life for many of our customers. Carhartt is part of their work day. We help them to work harder and we want our customers to help us to help them.
  15. It’s not all work and no play. Carhartt is part of our customers’ lives. We are active, fashion, family. With this deep integration into the lives of our customers, we not only want to hear from them to learn how we can improve our products, but we also want to help them to connect to each other. When shoppers ask customer questions, when reviews are written, photos shared… all of these voices build stronger connections between consumers as well as enhancing our brand voice and giving our team valuable insights into how to improve our products and shopping experiences. We all have a story to tell and UGC provides the platform for these stores to be told.
  16. Prioritize placement of UGC stats directly below the product name and price point. Each UGC element links within the PDP to give shoppers quick access to ratings, reviews, questions, etc.
  17. “Review Summary” helps shoppers to get their bearings with the UGC that’s available for review. This also includes search options that queries reviews, questions and answers. There are also calls to action for customers to submit a review, view their preious posts or review additional purchases.
  18. Then there is the review itself. Now, who doesn’t love a 5-star rating with a positive written review?
  19. Not a bad review at first glance. Highly rated, nice qualifying ranking for durability, appearance, etc. The customer, however, wanted an SPF rating for the first. This not only gives our customer service team a chance to interact with the customer, but we can also share this feedback with our product and merchandising teams. Future product descriptions can include information about SPF ratings.
  20. UGC goes beyond reviews and marketing insights. It can be playful, evocative and project your brand voice in a way that is authentic and organic.