How the Consumer Voice Influences Demand Paul Kirwin, Author Stand - PowerPoint PPT Presentation

How the Consumer Voice Influences Demand Paul Kirwin, Author Stand Out in the Age of the Consumer

Who’s to Blame?

Product Reviews 9 of 10 84% use them trust them Source: Inc.

67% check product reviews before visiting a store. RetailDive

What are customers saying to you about you?

# NOTVOC

The Market Conversation: Running Footwear 5 brands, 121,000 reviews (est. 1.2 million products sold)

The Market Conversation: Running Footwear 5 brands, 121,000 reviews (est. 1.2 million products sold) Report Benchmark: 82.6% Positive Sentiment Channel Signal Data

The Market Conversation: Running Footwear Channel Signal Data

Shoe Lace Frustration · most negative topic for men · second most negative for women · 2% occurrence · est. impact 25,810 people · 64.3% positive Channel Signal Data

Shoe Lace Frustration “The shoe laces come undone as soon as I start running. I have to double knot to keep them tied. I will not buy again.” “ Runners used to a snug fit will be annoyed. If you tighten the laces near the toe box by basically any amount, creases will form at either side of the base of the tongue and poke into the top of your foot. For this reason I would hesitate to use these for trail running.” Channel Signal Data

Out of the Box Delight · 2% occurrence · est. impact 22,510 people · 85.4% positivity Channel Signal Data

Out of the Box Delight “Love this shoe. My first pair, and very happy with this purchase. I wear a size 8 wide, and I didn’t even have to try to break into the shoe. Fit like a glove, like a sporty Cinderella =) Will only buy this brand for the future!” “These were great straight out of the box. They felt like a favorite pair of old, worn out shoes , and we all know that feeling. I couldn't be happier. Thank you!” Channel Signal Data

Must Fit Custom Inserts · 2% occurrence · est. impact 24,300 people · 77.2% positivity Channel Signal Data

Must Fit Custom Inserts “ I added in my own inserts and they fit great. I couldn’t imagine running around without this shoe/insert combo!” “I wear prescription orthotics and these do not come with removable insoles as other running shoes do, and are not flat for orthotics . I run short distances and do sprint intervals uphill. These are fine in the moment but have really bothered me after. For those of you with customized orthotics, you will not be able to wear them with these. ” Channel Signal Data

The Market Conversation: Athletic Apparel 5 brands, 48,000 reviews (est. 480,000 products sold)

The Market Conversation: Athletic Apparel 5 brands, 48,000 reviews (est. 480,000 products sold) Report Benchmark: 78.8% Positive Sentiment Channel Signal Data

The Market Conversation: Athletic Apparel Channel Signal Data

Color Mismatch a Misstep · 9% occurrence for color · est. impact 48,197 people · when color matching is mentioned, 48.6% positivity. Channel Signal Data

Color Mismatch a Misstep “ The navy and white don’t even look like The navy and white don’t even look like the picture you see): its like gray blue! the picture you see): its like gray blue! with a gray logo! nothing like the picture! and i bought 5 of them):” “I ordered these shorts in white. They have fine fit and comfort, but the fabric is a little thicker than I prefer. However, the shorts are shorts are not white. They are closer to a cream color. not white. They are closer to a cream color. I bought these for a Wimbledon party where I have to where all white and these shorts don’t match.” Channel Signal Data

Washes Well, Performs Well · 5% occurrence for wash · est. impact 22,810 people · when it washes well, 93.2% positive · wash problems: · shrinking: 64.6% · color fading: 70.6% · falling apart: 19.9% · pilling: 39.7% Channel Signal Data

Washes Well, Performs Well “Just what I expected. Some generously sized nylon mesh shorts I can kick around in. I am 6’1” about 220 & size XL was more than adequate. Have washed a couple of times & the stitching & pockets are holding up. I would definitely buy again. These fit just above the knee.” “Do not buy this item. Advertised for the athletic woman, but stained my shorts and skin after a workout. I had washed them just after buying, according to the directions, but the dye still bled. Very disappointed.” Channel Signal Data

Not Ecstatic About Elastic · most negative topic for both men and women · 1% occurrence · est. impact 4,370 people · 56.3% positivity · one brand represents 44% of complaints Channel Signal Data

Not Ecstatic About Elastic “I was looking for a pair of shorts with a comfortable waistband and drawstring to wear during and after pregnancy. I ended up returning these because there was no drawstring and the waistband was exposed elastic, which wasn't comfortable. I went with these instead: (link).” “This was my favorite sports bra. The band and straps were great. Now the elastic band inside elastic band inside the fabric bends and does not lie flat. the fabric bends and does not lie flat. Just got rid of three old ones and the difference in quality and workmanship is obvious. So disappointed.” Channel Signal Data

Source: Channel Signal data

Source: Channel Signal data

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