After seeing A wave during the pandemicTHE outdoor The category has reached new peaks with performance brands aimed at meeting consumer needs looking for new physical and mental health experiences. The category, although it is not as widespread as the world has returned to a “new normal”, continues to have significant opportunities today, with a wise consumer and increased requests.
A new Yotpo research reportwhich aimed to help brands better understand consumer comments, deepened the journals of products left by more than 51 million consumers in several categories, in particular outdoor. With so much data, Tomer Tagrin, chief executive officer of Yotpo, told WWD that the report shows how “AI has completely changed how brands can listen to their customers”, which advances “the ability to act according to data to increase the conversion of the website and stimulate the significant commercial impact”.
“Brands can now analyze millions of real customer reviews to shape everything, from product development to marketing and customer experience,” said Tagrin. “With AI, opinions are a gold mine for brands. The data prove that customers want to be heard, and the brands that act on these comments are those that will win in the long term. ”
One of the most surprising discoveries in Yotpo’s data, said Tagrin, is that consumer behavior for the outdoor category has notable seasonal changes in the season – not only in the activity for which they buy, but the necessary level of detail in a product description. While winter outdoor buyers indicate that they want to see detailed performance criticism, summer buyers count more on visuals.
“Brands must adjust their marketing strategies seasonally, with customer photos and detailed testimonies to present performance and functionality in different weather conditions,” said Tagrin.
Overall, Yotpo’s analysis revealed that today’s external consumer favors functionalities and sustainability with details making a huge difference.
For example, backpacks – a type of product that generally marks very high in magazines – When pockets are added, the product reaches a positive feeling of 97%. The authors of the report indicate that the discovery shows the need for retailers to clearly list the number and location of the pockets so that the consumer can win, adding that buyers react to details like these.
“One of the most convincing ideas of our (report) is the way in which practicality shapes purchasing decisions in outdoor products,” said Tagrin. “For example, backpacks with several pockets (prove) that buyers prioritize organization and convenience on purely aesthetic factors.”
Yotpo data have highlighted several areas for opportunities specifically for outdoor clothing, including innovative textiles that offer UV protection – marking on average 4/5 consumers stars with 80% positive feeling in journals. For retailers, this highlighted the need to educate buyers on the solar security of clothing in addition to beauty and clear profit for consumers when a product includes detailed descriptions for light and breathable characteristics.
Green products, or environmentally friendly, also generally get an average of 3.5 out of 5 stars and buyers continue to rent environmental elements in journals. Pickleball also continues to mark among consumers because sport maintains popularity. Seventeen percent of all open-air reviews reference to pickleball equipment.
“The key lesson for brands is that small design choices, such as additional pockets or storage, can considerably influence customer satisfaction and loyalty,” said Tagrin. “Consumers are waiting for outdoor equipment today that improve their experience, waterproof notes with real sizes of tents.”