User-generated content relating to your brand is an excellent way to engage a community. An interesting test case for this approach is the retail sector, which seems quite happy to adopt new ways to reach and cater to customers. An infographic from Bazaarvoice examines the interplay between mobile, retail and consumer-generated content.
During the pre-purchase journey, 60 percent of apparel shoppers read reviews, with 40 percent of retail apparel page views coming from mobile devices, according to Bazaarvoice. There is significant crossover between ecommerce and offline sales, with online reviews providing $2.25 of in-store sales for every $1 of online-review-influenced sales. More than 80 percent of customers consult their mobile devices when in-store in search of product information, catalogs or other products offered by the retailer. This provides many opportunities for multichannel marketing, and businesses should do everything they can to create a seamless experience for customers.
It?s important to empower users with the ability to leave reviews, as it both fosters community and increases trust in a retailer. It also pays dividends for the offline and online sectors of your business. And remember to engage with superfans in review sections.
For more info, view the infographic below.

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