Bazaarvoice State of Retail Report finds shoppers crave


AUSTIN, Texas, December 16, 2021 (GLOBE NEWSWIRE) – Bazaarvoice, Inc., the leading provider of product reviews and user-generated content solutions (UGC), announced the results of its latest study, The State of Retail Report. “The Study is based on survey responses from over 8,000 consumers in the US, UK, France, Germany, Australia and Canada, and over 500 retail decision makers from the same countries. The results show how retail has changed: shoppers used to want optimized online experiences, but now they want the same services in person. The highlights of the US survey include:

  • Buyers want in-store technology that UGC offers them: When asked by consumers which technologies they would like to see integrated into the shopping experience, virtual displays with reviews, photos and videos from other customers (36%), QR codes that can be scanned to read reviews (34%), and the availability of live / updated in-store star ratings based on customer feedback (33%) were three of the most popular responses. Around a third of brands and retailers said they wanted to incorporate these technologies into the shopping experience.
  • In fact, consumers expect UGC to be seen everywhere they shop: 60% of global consumers would like to see UGC on branded and retail websites and social channels, while a third would like it to be displayed virtually in-store
  • Buyers say their peers are the best influencers: UGC display technology makes sense as consumers said written reviews (48%) and photo or video content from other consumers (30%) are the two types of content they find most influential when used by brands or retailers Find.
  • Sellers agree: Brands and retailers also rated customer reviews (64%) and photo and video content (43%) as the most influential elements of their sales and promotion efforts. Both consumers (9%) and brands and retailers (19%) ranked support from celebrities last.

“Brands and retailers have been obsessed with making sure their online shopping experience can match that of the store for years. Now, consumers want brick and mortar stores to have the same convenience that they enjoy online, ”said Keith Nealon, CEO of Bazaarvoice. “Having been forced to shop exclusively online for the past two years, shoppers were absolutely reliant on ratings, reviews, photos and videos from their fellow buyers. They still want easy access to the same content even when they go back to the store. UGC is just as important to the success of brands and retailers as their website or store itself. ”

“At Unilever, ‘content that converts’ is an important part of our approach,” says Rahul Welde, EVP Digital Transformation and Digital Business at Unilever. “The voices of buyers come out loud and clear in this Bazaarvoice research. They value and demand peer-to-peer insights along their shopping experience, online or in-store. The study provides substantial confirmation of the value of user-generated content for retailers and brand houses and serves as a powerful blueprint for action. ”

For more information on the State of Retail study, see Infographic by Bazaarvoice.

Research methodology
The study was commissioned by Bazaarvoice and published in October 2021 by Savanta among 8,153 consumers and 505 retail employees (e.g. Vice President of Marketing, Brand Manager and E-Commerce Manager) from the UK, US, Canada, France, Germany and Australia.

About Bazaarvoice
Thousands of the world’s leading brands and retailers rely on Bazaarvoice’s technology, services, and expertise to grow sales, expand reach, generate actionable insights, and attract loyal advocates. Bazaarvoice’s extensive global retail, social, and search syndication network, product-loving community, and enterprise-grade technology provide the tools brands and retailers need to create a smarter shopping experience across the customer journey.

Founded in 2005, Bazaarvoice is headquartered in Austin, Texas with offices in North America, Europe and Australia. Please visit for more information

Media contacts:

Eleanor Simpson
Bazaar voice

Lauren Venticinque
Bazaar voice


Comments are closed.