The webinar will discuss how to uncover opportunities from customer insights and shopper sentiment. It will begin at 1:00 PM ET and feature a presentation by Dylan Hoeffler from Bazaarvoice, moderated by Marcus Johnson from eMarketer. Participants will learn where to start gathering insights, how top brands use insights, and how to turn insights into actions. The webinar aims to help participants better understand customers and improve products based on feedback.

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The webinar will begin at
Mining Customer Insights:
How to Uncover Opportunities
from Shopper Sentiment
1:00 PM ET
PRESENTER
Dylan Hoeffler
Product Marketing Manager
Bazaarvoice
TECH-TALK TUESDAY
Presented by
MODERATOR
Marcus Johnson
Senior Analyst
eMarketer

2. © 2018 Bazaarvoice, Inc.1
Mining Customer Insights
How to uncover opportunities from shopper sentiment
A p r i l 2 4 , 2 0 1 8
Dylan Hoeffler
Product Marketing Manager
TECH-TALK TUESDAY

3. © 2018 Bazaarvoice, Inc.2
Shoppers are at the heart of everything you do. They’re at the heart of everything we do, too.
Who is Bazaarvoice?
1 Billion
Monthly active shoppers
20X
More reach than
competing networks
5,700+
Brandsand retailer
websitesin the
BazaarvoiceNetwork
Nice , but hard to assemble
Best shoe for trail runs!
Did not fit right
Q
A

4. © 2018 Bazaarvoice, Inc.3
The aim of marketing is to know and
understand the customer so well,
the product or service fits him
and sells itself.
- Peter Drucker
Successful strategies start with customer insights
TECH-TALK TUESDAY

5. © 2018 Bazaarvoice, Inc.4
Today’s agenda
Mining insights: where do you start?
Q&A
Lessons from the pros: How the best brands use insights
Turning insights into action
TECH-TALK TUESDAY

6. © 2018 Bazaarvoice, Inc.55
My first step is to go through our product reviews at our
major retailers to see what our customers were saying, this
is a huge leg of social listening for me. The other part is
going onto social media to see what people are saying.
Eric Pearlman, Executive Director of Marketing, Flexon
TECH-TALK TUESDAY

7. Confidential and Proprietary. © 2018 Bazaarvoice, Inc.6
I N E E D I N S I G H T S
Where do I start?

8. © 2018 Bazaarvoice, Inc.7
Shoppers are already talking about you and your products
Listening is the first step
Social media
Facebook, Instagram,
andTwitter offer a
goldmine of product,
brand, and customer
insights for marketers.
Consumer-generated
content
CGC offers a great lens into
what your customers are
already saying about your
products and brand.
Primary research
Online research firms such
as Zappi and Nielsen are
excellent resources — and
have great blogs that are
worth reading.
TECH-TALK TUESDAY

9. © 2018 Bazaarvoice, Inc.8
Reach out to your customers directly
Take an active approach learning about your customers and brand perception
Customer interviews
If you have the resources and
the time, direct interviews can
be a powerful way of learning
more about your customers
Online surveys
Online tools offer
reasonably-priced and free
options that make it easy to
get the feedback you need
Focus groups
Gather robust qualitative
insight. Ideally conducted by
an independent facilitator.
TECH-TALK TUESDAY

10. © 2018 Bazaarvoice, Inc.9
Reach out to your customers directly
AtThe Seaweed Bath Co., the team
frequently reaches out to customers
who leave spirited product reviews
to find out more about their
experiences. Customers are
surprised to find that the team cares
to reach out, and respond by giving
candid responses about their
experiences.
An active approach to learning about your
customers and brand perception
Email
Get direct feedback:
Ask for exactly what
you want to know, or
let the customer
take the lead.
Social media polls
Whether you’re
showing them
packaging options or
asking which color is
better, social polling
increases
engagement and
gets quick feedback
TECH-TALK TUESDAY

11. © 2018 Bazaarvoice, Inc.10
Put yourself in your customers’ shoes
Approach your brand with fresh eyes
Map out the buyer
journey
To get closer to the
shopper’s point of view,
highlight each touchpoint
in the sales cycle
Understand the
customer’s needs
and questions
Match shopper questions
and needs to stages of
the buyer journey to
better offer the
information they need
TECH-TALK TUESDAY

12. Confidential and Proprietary. © 2018 Bazaarvoice, Inc.11
I ’ V E G A T H E R E D M Y I N S I G H T S
Now what?

13. © 2018 Bazaarvoice, Inc.12
Turning insights into action
1.Turn pain points into
product improvements
3. Identify new business
opportunities
2. Powerful reactions have
something to tell you
TECH-TALK TUESDAY

14. © 2018 Bazaarvoice, Inc.13
The good in the bad:
How to respond to negative reviews
Respond in a way that shows
you care.
Take it in stride.
Work backwards to see if
there’s anything you can fix.
There are a few things to keep in mind when you get bad reviews.
1
2
3
TECH-TALK TUESDAY

15. © 2018 Bazaarvoice, Inc.14
Turning insights into action
1.Turn pain points into
product improvements
3. Identify new business
opportunities
2. Powerful reactions have
something to tell you
TECH-TALK TUESDAY

16. Confidential and Proprietary. © 2018 Bazaarvoice, Inc.15
L E S S O N S F R O M T H E P R O S
How have other brands
leveraged customer insights?

17. © 2018 Bazaarvoice, Inc.16
• Leading manufacturer of comfort sleeping products
• Discovered shoppers were concerned with not being able
to experience mattress firmness when buying online
• Seeing opportunity in this pain point, Zinus developed a
“Mattress Finder” with a major retailer
• Mattress Finder compared firmness to tangible things
and suggested matches based on types of sleepers
S U C C E S S S T O R Y
Zinus creates a new customer experience
Quality is a perception
that’s influenced by
experience. If a customer
isn’t happy with their
experience they won’t
perceive a product or brand
as being a high quality
investment.
Dorothy Schiller
Director of Marketing
Zinus (formerly Sleep Revolution)
TECH-TALK TUESDAY

18. © 2018 Bazaarvoice, Inc.17
Zinus builds education into its customer experience
To help set expectations, Zinus built a video to explain the unpacking process.
1 2 3
TECH-TALK TUESDAY

19. © 2018 Bazaarvoice, Inc.18
• Classic manufacturer of sportswear discontinued
their Bahama Survivor Shorts
• Customers displayed powerful reactions, publicly
voicing their dismay
• Tommy Bahama chose to re-release the shorts
and included customer reviews in its messaging
• The Bahama Survivor Shorts became one of the
company’s most lucrative products, beating the
performance of the same product in years prior
by 629%.
S U C C E S S S T O R Y
Tommy Bahama taps into customer passion
TECH-TALK TUESDAY

20. © 2018 Bazaarvoice, Inc.19
• Small brand manufacturing endurance accessories to
empower outdoor enthusiasts
• Shares reviews of 30+ products on 4 retailer sites
• Team discovered that an outdoor glove was being used
for mountain biking
• Pivoted marketing strategy to target cycling retailers,
opening a new market
S U C C E S S S T O R Y
Sealskinz uncovers a new market
Content from reviews helps us
identify key wholesale markets.
We have one general-purpose
outdoor glove that reviews
indicated was being used
extensively for mountain biking.
So we started targeting cycling
retailers with it. At one store
alone, they ordered 2,000 pairs.
We would have never known to
do that without reviews.
David Richards
Head of Marketing
Sealskinz
TECH-TALK TUESDAY

21. © 2018 Bazaarvoice, Inc.20
Developing a customer insights strategy: 3 key takeaways
Gathering actionable insights means having a comprehensive strategy
Buying decisions are
complex
Try to supplement your
online data, e.g., ratings
and reviews, with offline
data, e.g., direct
customer observation
and face-to-face
interviews.
Customer insights
give way to business
success.
Once you discern why
your customers do what
they do, it will be much
easier to form long-term
relationships with them
as well as turn loyal
shopping enthusiasts into
genuine brand advocates.
As you watch and listen,
you’re trying to
formulate a story
Specifically, you want to
capture stories that reveal
how your customers think,
feel, and act. For instance,
how do they make their
buying decisions?
TECH-TALK TUESDAY

22. © 2018 Bazaarvoice, Inc.21 © 2018 Bazaarvoice, Inc.21
Actionable insights stem from a great content program
Launch products
with effective
messaging
Look for themes
in reviews,
photos, and Q&A
Uncover pre-
launch product
insights
TECH-TALK TUESDAY

23. © 2018 Bazaarvoice, Inc.22
Questions?
Ratings &
Reviews
Brand EdgeSamplingAdvertisingCurationsQuestions
& Answers

24. © 2018 Bazaarvoice, Inc.23
Q&A Session
Dylan Hoeffler
Product Marketing Manager
Bazaarvoice
Marcus Johnson
Senior Analyst
eMarketer