How Consumer Reviews Drive In-Store Sales (Infographic)

By Kimberlee Morrison Comment

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If it wasn’t clear by now, the presence of user reviews on your site can have a drastic impact on consumer behavior, both offline and online. An infographic from Bazaarvoice examines just how much reviews can impact offline sales.

Research-online-buy-offline, or ROBO as Bazaarvoice calls it, is something users have been doing for years now. Bazaarvoice found that 54 percent of online buyers read reviews before they make a purchase, and 39 percent of in-store shoppers read online reviews too. This reliance on reviews is especially important when making big ticket technology purchases, with 45 to 55 percent of buyers seeking out reviews.

While e-commerce has become a mainstay, the majority of sales are still happening in physical stores. In fact, 90 percent of purchases in the U.S., 92 percent of purchases in the U.K. and 99 percent of purchases in India are made in-store.

Bazaarvoice identified a ROBO multiplier by measuring the in-store revenue for items based on the amount of money driven from online purchases influenced by reviews. For example, for every dollar of online revenue generated for online flat screen tv purchases, reviews influence another $4.29 of in-store purchases. For every dollar of online revenue influenced by reviews for Xbox one, reviews influence $5.07 of in-store revenue.

Take advantage of the fact that consumers want to see and give feedback. Because users will seek it out, making that content easily available will increase revenues if customers find what they are looking for. For more information on which products users seek out reviews on the most, check out the infographic below.

research-online-buy-offline-bazaarvoice-infographic

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