HOW UNILEVER IS CAPTURING AND LEVERAGING ONLINE STORE

HOW UNILEVER IS CAPTURING AND LEVERAGING ONLINE STORE REVIEWS PRESENTED BY: Jenna Spivak Evans Digital and e. Commerce Capabilities Manager Unilever Richard Skardon Client Business Partner Bazaarvoice Danny Silverman Customer Strategy and Success Clavis Insight

WHO WE ARE…CLAVIS INSIGHT ©

ABOUT THE PRESENTERS Richard Skardon is a Client Partner for Global Brands at Bazaarvoice. In his current role, Richard and his team advise brands and manufacturers on how to develop a comprehensive Consumer Generated Content strategy. Jenna Spivak Evans is the Associate Digital and e. Commerce Capabilities Manager for Unilever. In her role, Jenna ensures that new digital and e. Commerce innovations and best practices are applied across Unilever’s brands and in partnership with retail customers. ©

THE IMPORTANCE OF REVIEWS FOR MANUFACTURERS AND CONSUMERS ©

WHO WE ARE…BAZAARVOICE Proprietary, © Bazaarvoice INC. 2016 ©

WHY REVIEWS? Increase Sales See up to 52% lift in conversion with reviews on product pages Drive Traffic Gain Insights Increase search traffic Reduce product development costs with reviews on product pages with consumer feedback 15 -25% 50% Reach Consumers Increase CTR 20 -50% by incorporating CGC in your Ads Proprietary, © Bazaarvoice INC. 2016 ©

THE REVIEW EFFECT ON CONVERSION Proprietary, © Bazaarvoice INC. 2016 ©

YOUR CONSUMERS TRUST EACH OTHER THE MOST 92% Of consumers trust earned media above all other advertising 1 8 Confidential and Proprietary. © 2015 Bazaarvoice, Inc. Consumers have 3 x more trust in reviews than brand advertising 2 1 Nielsen, 2012. 2 BV Study: CGC Usage for Online & In-Store Purchases

MEASURING SUCCESS - ROI Proprietary, © Bazaarvoice INC. 2016 ©

MEASURING SUCCESS - BENCHMARKS Bazaarvoice CPG Benchmarks FY 2015 Proprietary, © Bazaarvoice INC. 2016 ©

BV STUDY: CGC USAGE FOR ONLINE & INSTORE PURCHASES Bazaarvoice partnered with 20+ of the world’s leading retailers to research consumer behavior across 100’s of brands and categories to understand how often shoppers seek CGC before buying online or in-store. NA, APAC & EMEA participating retailers 2, 200, 000+ Data points Proprietary, © Bazaarvoice INC. 2016 ©

Proprietary, © Bazaarvoice INC. 2016 ©

Products researched online before being purchased offline 41 -58% of in-store buyers read reviews for big-ticket technology items 19% of in-store buyers read reviews for Food items! Proprietary, © Bazaarvoice INC. 2016 ©

THE BAZAARVOICE APPROACH TO CONSUMER GENERATED CONTENT For more information on Bazaarvoice please email Partner. Team@bazaarvoice. com Proprietary, © Bazaarvoice INC. 2016 ©

TACTICS TO DRIVE REVIEW VOLUME ©

SET RATINGS & REVIEWS BENCHMARKS AND GOALS (21) REVIEWS 1 -8 of 21 Reviews WRITE A REVIEW x © Sort

HOW TO HIT RATING, VOLUME & RECENCY TARGETS Evergreen Tactics (on-going) 1. 2. 3. 4. Spotlight within email newsletters Prominent placement on homepage Leverage social media Add CTA on collateral & samples CORE © Targeted Tactics (1 -2 per year) 1. 2. 3. 4. 5. Sampling initiatives Coupon incentives Sweepstakes Live events Integration with larger brand campaigns INNOVATION REFORMULATION

SIMPLE ASKS CAN DRIVE VOLUME ©

SAMPLING & SWEEPSTAKES ©

LEVERAGING REVIEW CONTENT & INSIGHTS ©

USE REVIEWS TO ALIGN CAMPAIGNS & CONTENT WITH SHOPPER LANGUAGE Delve into review content to leverage shopper language and opinions: Search keywords Naming guidance Product content to develop ©

GAIN INSIGHT INTO REGIMEN BUILDING ©

FILL CONTENT GAPS OR VALIDATE CLAIMS ©

EXTEND THE REACH OF YOUR ADVOCATES LEVERAGE REVIEWS IN MARKETING COMMUNICATIONS ©

ENHANCE YOUR CRM General Communication © Dry Skin Concern Sensitive Skin Concern

INFORM CONSUMER SERVICES & R&D ©

Industry Leader in Online Retail Store Analytics for Consumer Packaged Goods Manufacturers & Retailers Assortment & Availability Ratings and Reviews Clavis Insights Share of Search and Menu Rank Price Merchandising Tracker POS Amazon Analytics Technology visits Online Stores, Mobile Web and Mobile App Platforms globally Audit & Analysis of everything the shopper sees in the online store Cloud reporting platform that delivers timely, relevant insights to drive actions & sales growth. Integrate across your e. Commerce stack for deeper analysis, consulting and implementation expertise © 27

SHOPPER REVIEW DIAGNOSTICS © • View full text of reviews • Search review text for key terms • Filter reviews according to manufacturer response, star rating, syndication, parent/child • Analyze ratings & reviews for particular time periods • Structure automatic alerts Monitor competitor reviews

FOR MORE INFORMATION: © Clavis Insight VISIT: WWW. CLAVISINSIGHT. COM EMAIL: INFO@CLAVISINSIGHT. COM