Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
•Descargar como PPTX, PDF•
1 recomendación•410 vistas
Carhartt's 125+ Year UGC Journey
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
Similar a Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole (20)
Más de National Retail Federation
Más de National Retail Federation (20)
Último
Último (9)
Tech talk let me tell you a story carhartts 125+ year ugc journey_turnto_cole
- 1. Let me tell you a story Carhartt’s 125+ Year UGC Journey Anna Cole Director of eCommerce Carhartt, Inc.
- 4. Trust in our brand inspires us today
- 5. Why does storytelling work?
- 9. Hearing the Voice of the Consumer bit.ly/UGCstudy
- 10. 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?
- 11. 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?
- 12. 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?
- 13. Finding Success with UGC
- 14. 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
- 15. Ratings & Reviews Community Q&A Visual Reviews Checkout Comments™ ™ Four innovative applications (and related services) that work beautifully together TurnTo’s Customer Content Suite
- 16. Customer content at every step of the shopper journey
- 18. Review Solicitation • Review solicitations emails • Directly on PDPs • “Do More” Connecting customers 50/50 split between mobile and desktop review submissions
- 19. 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
- 20. 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
- 21. “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
- 22. 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
- 23. Building Better Business with UGC
- 24. UGC: Customer experiences and insights
- 25. UGC: Customer experiences and insights
- 33. Using UGC throughout your business • SEO gains • Product design teams • Copywriters • Product names, descriptions, attributes • Merchandising teams
- 34. Let me tell you a story Carhartt’s 125+ Year UGC Journey
- 35. • 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
- 36. • Build brand affinity • Increase conversion • Drive word-of-mouth referrals • Increase repeat business Stories that deliver
- 37. Success Content Engagement 3x Higher Conversion Rate= 100%+ Program Sell Through
- 38. Questions? Let me tell you a story Carhartt’s 125+ Year UGC Journey Anna Cole Director of eCommerce Carhartt, Inc.
Notas del editor
- 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.
- Today Carhartt still inspires generations. Carhartt exist because these people have put their trust in our brand and this trust inspires us today.
- 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..
- 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.
- 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?
- 80% of US shoppers say UGC is influential in their purchase decisions. This outranks search, promotional email and social.
- 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.
- 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.
- I also want to include that we have Olapic and that we will be integrating onto our pdp
- I want to show you some of the unique ways we have expanded our UGC strategy beyond your standard review on your PDP.
- -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.
- -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.
- 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!
- 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.
- 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.
- 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.
- “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.
- Then there is the review itself. Now, who doesn’t love a 5-star rating with a positive written review?
- 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.
- 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.