‘One third’ of consumers want virtual user generated content in-store

A third of global consumers want to see user generated content displayed virtually in-store, according to research by Bazaarvoice.

The research was based on survey responses from over 8,000 consumers from the US, UK, France, Germany, Australia, and Canada, and over 500 decision makers who work in retail from the same countries.

The report also found six-in-ten global consumers want to see user generated content on brand and retail websites and social channels.

When consumers were asked what type of technology they would like to see integrated into the in-store experience 32 per cent of those surveyed said virtual displays showing other customers’ reviews, photos, and videos.

Just over a third of consumers - 35 per cent - said QR codes that can be scanned to read reviews, while 30 per cent said the availability of live or up-to-date star ratings in-store based on customer feedback.

Around a third of brands and retailers said the above were the types of technologies they plan to integrate into the in-store experience.

The report found that written reviews and photo or video content from fellow consumers were the two types of content they find most influential when used by brands or retailers, with 49 per cent and 29 per cent of consumers picking these, respectively.

Just under half - 46 per cent - of UK consumers are now excited about the potential technology has to enhance their in-store shopping experience according to the company’s research.

"Consumers have shifted their attention to the ease and convenience of online, putting increasing pressure on brands and retailers to create the most innovative shopping experiences”, said Ed Hill, senior vice president EMEA at Bazaarvoice. “Consumers are now used to discovering, purchasing, and advocating for products all within the e-commerce experience.

“To be enticed in-store, consumers need to have the same access to peer-to-peer content that e-commerce has rightly made them accustomed to, creating an in-store experience that matches the one they already enjoy online.”

He added: “Expectations are high and user-generated content has become as integral to the business success of brands and retailers just as much as a website or physical storefront.”

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