3 unexpected ways online reviews have upended shopper marketing

Online shopping and user reviews

From end-cap displays to in-store signage, Shopper Marketing concentrates on capturing consumers at point of purchase, looking for ways to entice them as they stand in store aisles. But today, according to research from Influence Central, online reviews have transformed how consumers shop – arming them with authentic, credible insights that shape their purchasing decisions, both while in-store and well before they head out to the mall.

Below, Influence Central delivers in their own words the top three surprising ways online reviews have transformed traditional Shopper Marketing:

1. Browsing Takes a Backseat to E-Commerce Reviews

Today when faced with purchasing decisions, savvy women consumers rarely wander retail aisles, looking for inspiration or succumbing to impulse purchases. Instead, they turn to online reviews to get the scoop on products they may want to buy – both for new brands and old favorites.

• 88% consider online reviews very influential when purchasing a new product from an unfamiliar brand.
• 67% still consider online reviews very influential even for brands they already know.

2. Need Help While Shopping In-Store? Just Pull Out Your Phone

If consumers do have trouble making a decision as they stand before store shelves – they’re not likely to search for a sales clerk or check out a shelf-talker. Now, online reviews can tell them everything they need to know – even while on the go.

• 91% say an online review is more important than input from a salesperson.
• 59% of consumers check online reviews of products on their mobile phone while shopping in a retail store.

3. Driving Offline Sales with Online Reviews

The proximity of online reviews may lend themselves to online sales, but consumers also rely heavily on them for offline purchases. An authentic e-commerce review that conveys detailed product information as well as personal user experiences can spark brand trial far more effectively than traditional shopper marketing methods.

• 87% of women consumers say they check e-commerce reviews for both online and brick-and-mortar purchases.
• 68% say the more positive reviews a product has, the more likely they are to buy it.

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