{"id":24857,"date":"2023-07-27T05:53:09","date_gmt":"2023-07-27T05:53:09","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=24857"},"modified":"2023-07-27T05:53:09","modified_gmt":"2023-07-27T05:53:09","slug":"5-ways-to-integrate-online-reviews-into-your-retail-marketing","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/5-ways-to-integrate-online-reviews-into-your-retail-marketing\/","title":{"rendered":"5 ways to integrate online reviews into your retail marketing"},"content":{"rendered":"

Brand touchpoints with consumers have evolved. They\u2019ve gone from being traditional brick-and-mortar institutions with in-store branded experiences to digital ecommerce experiences. They\u2019ve made the leap from the physical shelf to the digital shelf in an effort to reach more consumers. <\/span>With increased online purchases, consumers are interacting less with the products before they make a purchase, making the PDP (Product Detail Page) that much more important<\/span>. There are also digital-first companies like <\/span>Warby Parker<\/span><\/a> that went retro and launched their own chain of stores. The retail landscape is fluid, where a consumer can make an in-store purchase or an online one. The fact is, ecommerce is here to stay and growing and will represent <\/span>20.8%<\/b> of purchases made in 2023, according to Forbes<\/span><\/a>.\u00a0<\/span><\/p>\n

\"Retail<\/a><\/p>\n

Although ecommerce represents a fifth of retail business, brick-and-mortar markets can still learn a lot from online reviews. Consumer insights from online reviews can create a synergy between the two mediums that ultimately strengthen and support traditional retail models. Consider for a moment that the same consumer who buys in a store is also likely to make a purchase online, making their product experience extremely relevant to in-store marketing efforts. The scalable insights from Generative AI can ultimately be transformed into best practices for the floor.<\/span><\/p>\n

In this blog, we\u2019ll outline five ways that traditional retailers can leverage online consumer review data for success.<\/span><\/p>\n

1. Enhance campaigns and strategy<\/span><\/h2>\n

Awareness campaigns are an opportunity to strengthen your brand among consumers especially around specific topics. The magic of Revuze\u2019s Generative AI engine is that it\u2019s not limited to a list of predefined topics for products. Instead, the topics are distilled based on the feedback from consumers and sentiment is assigned based on the product. We\u2019re often surprised to see the topics that emerge. For instance, topics that may not be top of mind are packaging, gifting, or sustainability to name a few. These are topics that emerge in different categories like cosmetics, footwear, and even food and beverage. Would you believe consumers love gifting hot sauces? Here\u2019s one of the top ones being gifted<\/span><\/p>\n

\"Enhance<\/a><\/p>\n

Knowing this information about your product allows marketers to adapt and tinker with awareness campaign messaging. Topics with positive consumer sentiment can be integrated in the campaigns and can target new segments never considered.<\/span><\/p>\n

One very common marketing strategy is the use of coupons, freebies or similar promotions. Focus on the incentivized review data to understand your consumers\u2019 sentiment around your product. The consumer insights from Generative AI will highlight what these consumers are talking about. When looking at the topics try to understand what topics bubbled up and adjust the campaign strategy accordingly.<\/span><\/p>\n

After understanding what\u2019s important to your consumers, take a look at the overall consumer sentiment continuum along with the competition. The below chart looks at the consumer sentiment continuum for incentivized reviews for lipsticks.. How does your product measure up?\u00a0<\/span><\/p>\n

Although these consumer insights are from online reviews that can still impact in-store purchases. Topics that are important to online consumers will likely be important to your in-store consumers as well. This is your opportunity to leverage the insights from Generated AI and adapt your retail strategy.<\/span><\/p>\n

\"Product<\/a><\/p>\n

2. Adjustment for campaign for target audience\u00a0<\/span><\/h2>\n

Brands strive to achieve product-market fit. However, sometimes things don\u2019t go as planned and they miss their target audience. Get on track by leveraging the insights from online reviews. Perhaps the target audience you anticipated isn\u2019t the one making the purchase but rather another audience entirely.<\/span><\/p>\n

This is where Revuze\u2019s Generative AI platform comes into play. It looks at all the reviews from the online buyers identifying the topics and sentiments. They are not predefined but are auto-generated. There is a consumer segment out there with a wide foot. Below are the top running shoes for consumers based on the feedback from online reviews and this was unanticipated. This is an opportunity to create a target campaign around consumers who have wide feet. The\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

3. Planogram: Redesign the store merchandise placement<\/span><\/h2>\n

As retail marketers know, there is a lot of thought that goes into product placement on the show floor. At times it can actually make or break a product. Questions that are taken into consideration include:<\/span><\/p>\n