Unify & Amplify the Voice of the Consumer - Position Paper

©PowerReviews. All Rights Reserved 2015 Retail Revolution | 1©PowerReviews. All Rights Reserved 2015 Amplify and Unify the Voice of the Consumer| 1
Unify and Amplify the
Voice of the Consumer
Improving products, services,
and shopping experiences

Vision: The Transparency Economy

PowerReviews believes in the transformative power of
authenticfeedbacktobenefitbothconsumersandbusinesses.
In the long history of commerce, the radical idea of asking
customers for feedback and then displaying that feedback
for all shoppers to read at the moment of purchase is a new
and disruptive idea. Amazon introduced customer reviews
and helped to popularize them nearly 20 years ago, and every
consumer marketer has been racing to catch up ever since.
Today people review nearly everything: recipes, hotels,
restaurants, movies, books, mobile apps, music, experiences,
and web sites, and in the future consumer demand will
drive educational institutions, healthcare organizations and
government agencies to collect and display reviews on their
sites. Consumers expect to see star ratings, questions and
answers, and increasingly images and videos—before making
purchase decisions.
As B2B marketers increasingly adopt B2C techniques and
technologies, reviews will transform the purchase journey for
businesses as well. Transparency is transforming our economy
and our lives.
Breaking down barriers
Consumers use smart devices to shop online and to enhance
the in-store experience, blurring the lines between digital and
real-world shopping. They bring their online expectations into
the store, where they seek promotions, product information,
and reviews to inform their purchase decisions while shopping
in-store. Stores that don’t bridge the online and in-store
experience with reviews and other relevant content drive
consumers to competitor sites, where they often complete
their purchases.

Hyper-personalized selling across channels
Smart sellers focus on generating the right content and
making it easily accessible to shoppers online and in-
store. Innovative sellers push hyper-relevant content to
the consumer at the moment of purchase. And they use a
consumer’s purchase and browsing data, along with feedback
on their online experience, to personalize a shopper’s in-store
experience and vice versa.
Personalized content has come a long way from an email that
included the shopper’s first name. Data and technology now
make it possible to understand a shopper’s habits and desires
based not only on demographics and cross-channel purchase
history, but also on rating and review history, web browsing,
email and social media interaction, location proximity to
specific stores and products, and even mood information
from wearable technology. Armed with this data, sellers and
brand manufacturers can push hyper-personalized offers to
shoppers to guide their purchase decisions, online or in-store,
delivering a seamless shopping experience across channels.
Insights to improve products,
services, and the bottom line
Consumersaregivingincreasinglyvisualanddetailedfeedback
about brands, sellers, services, locations and experiences,
creatingauniverseofdataforproviderstoshapeintoactionable
insights. What’s more, user-generated content provides real-
time feedback that focus groups and traditional surveys can’t
match. For example, product defects can be identified and
corrected before launch thanks to product sampling and
reviews. The data can also offer retailers the opportunity to
optimize their merchandise mix, minimize returns and even
address location-specific requirements. The Transparency
Economy is a hugely valuable and lucrative opportunity
for retailers and brands, as it helps them understand their
customers and act strategically based on proven data.

Redefining the “Review”
The role and concept of a review is changing. We think of
them as star ratings, keywords, descriptions, images and more,
but as the industry grows, reviews are becoming an ongoing
discussion between businesses and consumers. The latter are
asking businesses specific questions about their products,
and speaking to other consumers about their experiences.
With reviews, retailers and brands can listen and adjust their
offerings to ensure their customer’s needs are met with better
products, services and shopping experiences. Reviews are
becoming the primary tool that consumers and businesses use
to listen and learn.
Reviews Create the Brand
The transparency economy – where reviews exist as an
ongoing discussion between brand and consumer - is a reality.
For example, your airline won’t send you a survey about
your flight experience and then only share that feedback
internally. In the Transparency Economy, you and your fellow
passengers will publically rate the ticket buying, gate and flight
experience, plus the snacks and wine selection, or even the
inflight magazine, seat and reading light. The jokes of the flight
attendants may even come under scrutiny.
These public reviews help the airline improve its service to
passengers and helps passengers choose the right airline, flight,
and seat based on their needs and preferences. This feedback
also shapes public perception of the airline. With reviews,
airlines have the potential to differentiate themselves in many
ways beyond price. Companies don’t create the brand; reviews
create the brand.
Reviews are becoming the primary
tool that consumers and businesses
use to listen and learn.

The PowerReviews Mission:
Unify and Amplify the
Voice of the Consumer

The PowerReviews mission is to unify and amplify the voice of
theconsumerthroughouttheirjourney,acrossallchannelsto
help consumers make better purchase decisions and to help
businesses drive sales and improve products and services.
Unify. Unifying the voice of the consumer in an integrated
platform and database, PowerReviews delivers a streamlined,
mobile-friendly experience for consumers as they provide
feedback throughout their shopping journey and a product’s
lifecycle.
Consumers can read and provide feedback on products,
sellers,services,locationsandexperiencesbefore,during,and
after their purchase. And businesses can mine that feedback
for insights to improve their offerings, while optimizing and
personalizing the consumer journey, online and in-store.
Amplify. PowerReviews amplifies the voice of the consumer
by distributing reviews to its Open Syndication Network of
more than 2,500 retailers on more than 5,000 websites.
Consumer ratings also appear in Google Search results,
Product Listing Ads, and Seller Ratings and are leveraged
in media, social, and digital marketing campaigns. Advanced
fraud detection and moderation ensure the authenticity of
consumer feedback, extending not only the reach, but also
the power of reviews.

The Future of Reviews Today
Our heroine has set a threshold in her banking account that
says if she saves more than her goal for a month, she can
spend half of the excess on a treat. She loves handbags, and
likes to spend her hard-earned money on them. Black and
bright colors are her favorite; she never buys brown. She
reviews each one she buys, and shares a photo of her with her
handbag. If she has bad experience with the handbag, she
posts that too. She’s purchased two bags with chain straps
that have broken after wear. The faulty bags had no reviews
when she purchased them. She rated both bags one star and
shared the reviews on social media. She no longer buys any
product that has less than 10 reviews.
She’s been thrifty this month so her banking app alerts her
smartwatch that she’s earned a shopping spree. Taking a
break at work to look at handbags online, she narrows her
search to those that fit within her splurge budget. At the
end of the day, she opens an email from her favorite retailer
highlighting black and bright bags within her price range,
rated 4.2-4.5. She isn’t presented with any bags that don’t
have reviews. Individual bags are selected based on her
browsing, buying, and feedback history. There are no brown
bags and no bags with chains.
©PowerReviews. All Rights Reserved 2015 Amplify and Unify the Voice of the Consumer| 8

As she leaves her office and walks toward the train, she gets
a push notification on her mobile phone from her favorite
retailer, letting her know that they have these bags in stock
just 2 blocks from her current location. She takes a detour
and goes to the store and looks at the bags and some wallets.
While trying on one of the handbags with her new jacket, she
receives another push notification with links to reviews on
the bag and offering her a discount on a matching wallet if
she purchases a bag today. She buys the bag. And the wallet.
After admiring how her bag complements her favorite dress
as she gets ready for work the following Monday, she opens
an email on her mobile requesting a review. She snaps a pic
with her and her new bag, selects 5 stars, writes a review
and shares it. Her friend in the next city sees the post and
goes bag shopping online. Meanwhile, the brand changes
manufacturers of the chain for handbags and replies to her
negative reviews of these bags, thanking her for her feedback
and letting her know of the change.
The brand improved its product. The retailer sold more
merchandise. And the increasingly loyal consumer is thrilled
with her purchase and the attention from the brand.

Unify and Amplify the Voice of the Consumer
throughout the consumer journey, across all channels

Delivering on the Mission Today with
Advanced Technology

A Unified Platform Drives Innovation
All of our software products are built on a single multi-tenant
SaaS platform. What does that mean? Faster Innovation.
Because we have only one platform to support, we can
focus on delivering new capabilities, rather than devoting
our resources to multiple platforms. And the PowerReviews
unified platform makes it easy for our clients to enhance their
implementation; when we release a new feature, it’s available
to everyone simply by turning the new feature on.
A Unified Database Drives Amplification, Insights.
A unified product catalog and advanced matching technology
means consumer feedback can be distributed to retailers
and Google Search and Shopping faster and with greater
accuracy, extending the reach of that content. And a unified
database of consumer feedback across the PowerReviews
network enables advanced analytics and actionable insights
to improve the consumer journey.
Mobile-Optimized
Whether purchasing online or using a mobile device to assist
in-store shopping, consumers are increasingly reading and
writing reviews on mobile devices. PowerReviews delivers
a mobile-optimized user experience for contributing and
reading feedback. With the industry’s smallest mobile
footprint for speedy page loads, PowerReviews ensures an
optimal consumer experience across all devices and channels.

Focus: More Reviews. Better Insights. Easy.

More Reviews
Morereviewsmeanmoretrafficandmoresales.PowerReviews
delivers Review Acceleration, Product Sampling and Social
Loyalty solutions to generate more of the user generated
content that turns browsers into buyers.
Better Insights
Reporting and analytics make it easy to measure impressions,
users, and clicks for ratings and reviews and Q&A as well
as the impact of content and engagement on conversions.
Innovative brands and retailers also use review data and
insights to improve their products, services, and operations.
Easy
Software providers should make things easier. At
PowerReviews, we’re committed to delivering software
solutions that are beautiful, intuitive for users, and easy to
implement, configure, and update with new capabilities. The
result is more consumer content, in less time, with less effort.
And from the first conversation to continued, personalized
support, you’ll see that we’re really easy to work with.

Unify & Amplify the Voice of the Consumer - Position Paper

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