0:02 Thank you so much. Hi, everyone. I'm Brianna Chamberlain, and I'm thrilled to be here at Bazaar Voices World Summit to share with you all how we at Johnson & Johnson Consumer Health are putting consumers first. 0:15 The digital age is reshaping how we as marketers are showing up to our consumers. The simple fact that we can browse, research, and shop online and on mobile devices has us all trying to keep up. 0:31 However, one thing I always like to remember is that I am in fact a consumer too and that my own personal shopping journeys can help shape the innovation and path to purchase that we develop at J&J. 0:47 I'll go back a few years pre-COVID, which seems like a lifetime ago, when I visited a local brick-and-mortar storefront to begin building my baby registry. 0:57 As a first-time mom, everything was overwhelming. You had to make so many decisions that you were never prepared to make. 1:05 But nonetheless, with my scanner in hand, I proceeded to walk through the store. There were so many choices of the same item I had no clue where to start. 1:16 And the nervousness started to settle in. Was I going to choose the right swing, the perfect pacifier, the best bottle? 1:26 I was clueless. I left the store with almost everything scanned because I was afraid I would take off the wrong item and be left heading upstream without a paddle. 1:37 Now, you may be saying to yourself, but you finished it. You built your registry. Nothing to be concerned about. But in reality, my work had just started. 1:48 I went back home, grabbed my phone, my laptop, and sat down and typed in every single product that I had on my registry and proceeded to read the reviews online. 1:59 One by one, items flew off the list and ones that were added that I never even saw in store. 2:09 Several weeks later, I was ready to release my new work of art to my family and friends. What I love about this story is that it truly shows how reliant we are both during impulse and vulnerable purchases to research, to ask others for their opinions to find out what worked, what didn't, why they love or didn't love their purchases. 2:34 This consumer behavior is reflective of how we all shop and shows how truly influential and persuasive we are as a digital community of shoppers in driving conversions. 2:47 Putting consumers first has always been a fundamental component to how we bring new innovation to market, ensuring that we are meeting the needs of our consumers by improving the personal health of people everywhere and delivering products that are rooted in science and endorsed by professionals. 3:06 That's why consumers will always be at the forefront of our decision-making process. Not only are our consumers at the forefront of those decision-making processes, but we have implemented ways to ensure that we are always listening to their feedback and using them to fuel optimizations across the consumer journey. 3:27 Equally as important is how we aim to enhance the consumer experience by allowing consumers to get the information they desire quickly and efficiently and allowing them to shop where it's most convenient for them. 3:42 These personalized experiences cultivate unique journeys that consumers yearn for. In order to ensure that we're keeping our consumers top of mind, we have developed a framework for how to monitor consumer sentiment in regards to UGC. 3:59 These success metrics allow us to see how we stack up in the competitive landscape and truly gauge how consumers feel about our products. 4:08 Attributes such as overall star rating, total number of reviews per product, how recent the reviews are are just a few of the criteria used to help influence strategic planning and optimization. 4:22 Speaking of optimization, if we do not action on the insights that we generate from our consumers, are we truly listening? 4:31 I'd like to think that consumer feedback is the sole reason we do what we do at J&J. In fact, by combining the power of science with meaningful human insights and digital-first thinking, we help more than 1.2 billion people live healthier lives every day from their very first day. 4:53 We have found that understanding how to quickly action on feedback can enhance the consumer experience almost immediately. 5:01 Data and theme aggregation can help us to better understand how our products are being used, what problems our products are solving, and even help us to uncover new product claims that we never explored. 5:16 These learnings are then applied to touchpoints across that consumer journey, including creative asset development, product display pages, and can even spark new product innovation. 5:29 We also use UGC to help us understand where consumers are shopping and areas where we can start to meet them to provide them with personalized experiences based on their unique behaviors. 5:43 The consumer journey can be sparked in a variety of places. But at the end of the day, if our goal is to drive conversion, we need to show up where our consumers are, whether that be social media, video, livestreaming, owned websites and e-retailers, even offline at brick and mortar. 6:03 Remember my registry experience? But we also know that consumers want to relate with brands. Therefore, we aim to integrate consumer experiences into our marketing plans, curating content that uniquely and authentically reflects how consumers engage with our products in their daily lives. 6:26 After our content is created, we then aim to make every touchpoint across the consumer journey shoppable. As part of meeting our consumers where they are, we want to provide them with a seamless experience when purchasing our products. 6:41 This affords consumers the opportunity to convert when it's most convenient for them. Thinking back to how we listen and optimize in real time, the data and insights that we get back from these shoppable experiences help shape the future planning to ensure that we continue to build digital-first, custom experiences for all of our consumers. 7:06 It's been a true honor to chat with you all today about how we at Johnson & Johnson Consumer Health prioritize the consumer experience in a digital-first world. 7:16 Our consumers will always be at the core of our decision-making processes. And their feedback helps us optimize, create, and deliver the best experiences across their path to purchase. 7:29 I hope you feel inspired to truly take the time to hear what your consumers are saying about your products and your brands and optimize your approach in meeting them where they are. 7:40 And remember, you're one of those consumers too.
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