Thursday, April 18, 2024

Shopper influence reaches new heights

New research suggests almost two-thirds of online shoppers shun celebrity influencers and more than 61 per cent feel that celebrity influencers are out of date.

Fashion and lifestyle blogger influence on consumer purchasing trumps royals, models, actors and sportspeople, but it’s everyday shoppers who have the greatest power to sway buyers, according to research by Bazaarvoice.

“Shoppers are seeking out candid and relatable content to inform purchasing decisions,” Kate Musgrove, Bazaarvoice Managing Director APAC, said.

The changing landscape of consumer marketing

The research found that more than 80 per cent of consumers seek out shoppers’ reviews before making online purchases – an eight per cent increase in the past year.

These findings are even more pronounced in females with almost one in five reading reviews compared to 12 months ago.

The rising influence of shopper reviews highlights the growing importance of authenticity in consumer marketing.

“If a consumer can see authentic feedback or photos, they will trust the brand more than if they see a heavily filtered photo,” Ms Musgrove added.

Beware of fake reviews

While the research also found that only 16 per cent of respondents felt confident spotting a fake review, weeding these out is vital for maintaining brand authenticity and trust.

“There are a few things to look out for [when spotting a fake review], such as a large number of positive reviews date stamped on the same day and the language used,” informed Ms Musgrove.

Retailers can’t afford to fall behind

The retail environment is quickly evolving – retailers can’t afford to fall behind.

“The message clear: improving the functionality of the online retail experience to include shopper reviews is the most powerful way of keeping customers on the path to purchase,” Ms Musgrove advised.

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