The Bazaarvoice

CGC Index

Volume 2

How the world’s best Brands and Retailers drive business value with consumer-generated content

Welcome to the modern state of shopping

Welcome to the modern state of shopping. Today, consumers are more empowered than ever before, and no matter where they are on their journey, they’re always a heartbeat away from a shopping choice. Today’s shopper is connected to an unprecedented network of information, opinion, and conversation that shapes their journey and decisions.

The best brands and retailers embrace - and thrive - in this network. They recognize that an authentic and personalized connection with their customers is the source of enduring business value, and they put consumer-generated content at the center of their market strategy.

State of the industry

Shoppers who interact with consumer-generated content buy more often and spend more.

Conversion

Retailers

+97%

2015

+106%

2016

Brands

+78%

2015

+90%

2016

Revenue per visitor

Retailers

+106%

2015

+116%

2016

Brands

+75%

2015

+101%

2016

On sites without e-commerce, engagement with CGC is linked to higher rates of conversion.

Non e-commerce calls to action saw a conversion lift of:

156%

Content is at the core

Consumer-generated content is now an important element of the shopping process around the world. While North America saw the highest volume of reviews generated in 2016, Europe and the BRIC countries are reaching new volume thresholds as CGC becomes a more global market phenomenon.

Total reviews submitted in 2016

Top 5 Countries
  1. United States of America 41,807,023
  2. United Kingdom 4,138,447
  3. France 2,143,759
  4. Canada 1,049,644
  5. Germany 912,666
  • < 5,000
  • 5,000 - 99,999
  • 100,000 – 999,999
  • 1 Million +

During 2016, reviews submitted on the Bazaarvoice platform represented:

186

Countries

37

Languages

Visual content illustrates the story

With photos and videos becoming a universal online language and consumers increasingly seeking a richer, more informative shopping experience, Bazaarvoice clients have increasingly implemented visual social content as a central element of their CGC strategy.

Photos
2014

1,473,396

2015

6,847,587

2016

0

=12X

More than
2014

Videos
2014

75,015

2015

358,930

2016

0

=16X

More than
2014

Interaction rates and RPV lift after interacting with visual content on Bazaarvoice Curations

Be there in all the moments that matter

Shopping is an omni-channel affair. The best marketers leverage CGC to reach consumers everywhere they shop: in the store, on mobile, and online.

45%

Percentage of offline purchases influenced by CGC

Syndication Impact on Brands: Increase in Brand Reviews at Retailers from Syndication (per Product)

114% Industry Average

  • 8

    number of reviews needed for search benefits

  • 6%

    Lift in search rank from category-page CGC

  • 35%

    More keywords on page 1 of Google when CGC is present on category pages

Active Listeners Win

Consumers increasingly are moving back and forth among mobile, PC, tablet, and in-store experiences seamlessly during their shopping process. 73% used multiple channels during their shopping journey. Multi-channel shoppers also shop more often and spend 3 times more than single-channel shoppers.

  • 78%

    to improve customer service, such as driving awareness of customer concerns, improving product descriptions, etc.

  • 71%

    To improve products, such as adding or removing features or addressing quality flaws

  • 50%

    To improve marketing tactics, such as messaging, targeting, positioning, etc.

Consumer engagement is a conversation

The conversations happening in the marketplace are multidirectional and far-reaching. It’s no longer enough to tell consumers what you think they want to hear and hope it lands. People are talking to each other - and you - via social media, consumer-generated content on your site, and a range of other locations. For every shopper who posts a complaint or asks a question, hundreds - even thousands - more are listening.

RPV Lift Among shoppers who interact with reviews vs. those who interact with Q&A Content

Questions submitted on the Bazaarvoice network

2015

0

2016

0

(0% YOY increase)

Bazaarvoice Clients Keep CGC at the Center of Their Marketing Strategy in 2017

Most Bazaarvoice clients plan to increase usage of CGC across the consumer journey over the course of 2017.

Looking ahead to the next 12 months, how do you expect to use CGC across the consumer journey?
  • Increase
  • Keep the same tactics in place
  • Decrease
  • I don’t know

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