SLIDE 1
How the Consumer Voice Influences Demand
Paul Kirwin, Author Stand Out in the Age of the Consumer
How the Consumer Voice Influences Demand Paul Kirwin, Author Stand - - PowerPoint PPT Presentation
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 Whos to Blame? Product Reviews 9 of 10 84% use them trust them Source: Inc. 67% check product reviews before visiting a store.
SLIDE 2
SLIDE 3
Who’s to Blame?
SLIDE 4
9 of 10
use them
Product Reviews
84%
trust them
Source: Inc.
SLIDE 5
check product reviews before visiting a store.
67%
RetailDive
SLIDE 6
What are customers saying to you about you?
SLIDE 7
#NOTVOC
SLIDE 8
The Market Conversation: Running Footwear
5 brands, 121,000 reviews (est. 1.2 million products sold)
SLIDE 9
The Market Conversation: Running Footwear
5 brands, 121,000 reviews (est. 1.2 million products sold)
Channel Signal Data
Report Benchmark: 82.6% Positive Sentiment
SLIDE 10
The Market Conversation: Running Footwear
Channel Signal Data
SLIDE 11
Shoe Lace Frustration
Channel Signal Data
· most negative topic for men · second most negative for women · 2% occurrence · est. impact 25,810 people · 64.3% positive
SLIDE 12
“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.”
Shoe Lace Frustration
Channel Signal Data
SLIDE 13
Out of the Box Delight
Channel Signal Data
· 2% occurrence · est. impact 22,510 people · 85.4% positivity
SLIDE 14
“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!”
Out of the Box Delight
Channel Signal Data
SLIDE 15
Must Fit Custom Inserts
Channel Signal Data
· 2% occurrence · est. impact 24,300 people · 77.2% positivity
SLIDE 16
“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
- rthotics. I run short distances and do sprint
intervals uphill. These are fine in the moment but have really bothered me after. For those
- f you with customized orthotics, you will
not be able to wear them with these.”
Must Fit Custom Inserts
Channel Signal Data
SLIDE 17
The Market Conversation: Athletic Apparel
5 brands, 48,000 reviews (est. 480,000 products sold)
SLIDE 18
The Market Conversation: Athletic Apparel
5 brands, 48,000 reviews (est. 480,000 products sold)
Report Benchmark: 78.8% Positive Sentiment
Channel Signal Data
SLIDE 19
The Market Conversation: Athletic Apparel
Channel Signal Data
SLIDE 20
Color Mismatch a Misstep
Channel Signal Data
· 9% occurrence for color · est. impact 48,197 people · when color matching is mentioned, 48.6% positivity.
SLIDE 21
“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.”
Color Mismatch a Misstep
Channel Signal Data
SLIDE 22
Washes Well, Performs Well
Channel Signal Data
· 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%
SLIDE 23
“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.”
Washes Well, Performs Well
Channel Signal Data
SLIDE 24
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
SLIDE 25
Not Ecstatic About Elastic
Channel Signal Data
“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.” “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).”
SLIDE 26
Source: Channel Signal data
SLIDE 27
Source: Channel Signal data
SLIDE 28